Livestreaming in China is the future of e-commerce

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Livestream shopping is at the intersection of several mega trends: streaming, social, mobile, influencers and commerce. It's teleshopping re-imagined for the mobile age! And this mix of entertainment and impulse-shopping is extremely popular with millennials and gen Z.

Let's look at the crazy numbers of 34-year old Viya, the live shopping queen of TaoBao Live (part of Alibaba).

- Up to 37m people are watching her daily livestreams, during which she sells clothes, cosmetics, food and even cars and houses!
- On Singles Day, the biggest online shopping event, she sold products worth more than $400m.
- Livestream hosts get a commission of 10-30% of all sales.

Livestreaming e-commerce in China is a $60bn industry, and it's exploding on TaoBao, Weibo, Kuaishou and Douyin. In the west, it's practically non-existent. But Instagram, TikTok and Amazon are slowly preparing for the next wave of e-commerce.

PREDICTION:
Livestream shopping will come to the west in 2020 and explode in 2021, with TikTok leading the way.

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