Unlocking the power of live commerce: Harnessing WeChat’s potential in China’s booming market

ITC’s Aurelien Rigart says the dynamic WeChat platform can be a powerful marketing and conversion tool that brands can tap for community building and content seeding, especially via livestreaming, in the competitive China market.

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...

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