This article is part of a Spotlight series on social commerce in APAC. Read more
Over the past decade, live commerce – a captivating fusion of live video streaming and online shopping – has drastically transformed China’s e-commerce landscape. In just five years, the market has witnessed exponential growth of over tenfold, projected to reach nearly US$700 billion by 2023.
Evolved into a key element in various “superapps”, live commerce has been well incorporated into brands’ digital playbook in China.
Alongside leading livestream channels, brands are also investing in WeChat’s livestreaming capabilities. With its...