A Primer on E-Commerce Livestreaming in China

A Primer on E-Commerce Livestreaming in ChinaOverview of China’s E-commerce Livestreaming Industry In 2020, China’s e-commerce livestreaming market was estimated at 1.2 trillion RMB – an increase of almost 3x over 2019. The industry is projected to grow with a CAGR of 58% in the next years. The penetration rate of e-commerce livestreaming in online retail was 10.6% in 2020 and is expected to further rise, primarily driven by new users as well as an increase in order frequency and average basket size. Main drivers behind the rapid growth of the e-commerce livestreaming are: Vivid information and real-time interactive answers …