[eMarketer] Livestreaming e commerce takes shape in US

Taobao, an ecommerce site and app that is part of China-based Alibaba, pioneered livestreaming ecommerce with the 2018 launch of Taobao Live, where charismatic hosts sell a raft of products to large audiences watching online.

eMarketer posits that the rapid expansion of shopping livestreams on marketplaces like NTWRK and Amazon, plus the proliferation of live shopping features on social media sites, are both signs that livestreaming ecommerce is on its way to taking off in the US.

But even though all the pieces are in place on the platform side, the shopping format will need to see strong adoption from both consumers and brands before it approaches China’s level of success.

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