Trend Snapshot: COVID-19 special – livestream commerce

Evaluates the potential of livestream commerce, already popular in China, to achieve mainstream adoption in Western markets during the COVID-19 crisis.

Why it matters

With hundreds of millions of consumers confined to their homes during the coronavirus outbreak, digital media usage has surged. Livestreaming offers an opportunity for brands to both entertain and continue to sell products while physical outlets are closed.


  • For many consumers, shopping represents an “anxiety-reliever”, and users may welcome a distraction from the pandemic. Advertisers must ensure that they are able to fulfil any orders during the lockdown imposed in many countries.
  • Unlike their Chinese counterparts, Western digital platforms have been slow to connect content with commerce. However, the likes of Amazon (with Amazon Live) and...

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