![]() ![]() Livestreaming can help retailers reach their audiences in real time. Want to learn more about livestreaming and other marketing trends? Sign up for the eMarketer Daily newsletter.Tapping into livestream commerce presents a unique opportunity for marketers and brands to engage with consumers in a highly interactive and engaging manner. US retail social commerce sales are projected to reach $130.10 billion by 2026, per Insider Intelligence forecast.Douyin accounted for nearly 40% of internet users who also engage in livestream shopping.īut in the US, where just 18% of people have shopped via livestream and only 6% do so regularly (according to Bizrate Insights), the format hasn’t caught on in the same way. ![]() Nearly all significant Chinese ecommerce and social platforms engage in live shopping, including Alibaba’s Tmall and Taobao, JD.com, Pinduoduo, and WeChat, in addition to short-form video apps like Douyin (TikTok’s counterpart in China) and Kuaishou. In 2023, livestreaming commerce will account for 19.2% of retail ecommerce sales in China. Benefits of livestreaming for marketers Livestream commerce US livestream sales are forecast to reach $50 billion in 2023, per Coresight Research, as platforms like TikTok, Poshmark, and eBay try to replicate the format’s success in China. Livestreaming significantly impacts marketing by providing an interactive and engaging platform for businesses to directly connect with their audiences, showcase products, host events, and foster relationships, ultimately enhancing brand visibility, customer engagement, and sales potential. Livestreaming is the real-time broadcasting of audio and/or video content over the internet for an audience to watch as it happens. By leveraging the interactivity and immediacy of livestreams, marketers can create authentic and immersive brand experiences, seamlessly integrating product showcases, interactive Q&A sessions, influencer collaborations, and behind-the-scenes glimpses-all while transcending geographical limitations. ![]() It presents marketers and advertisers with a dynamic and engaging platform to connect with their target audiences in real time. Livestreaming has rapidly emerged as an indispensable tool, enabling real-time and interactive communication across various industries. ![]()
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