"He got up from his desk, settled down comfortably on a sofa behind him, surrounded by cat perches and cozy ambient lights. "I fancy doing the stream from the chair here," he joked to his viewers. "I don't need to be on that computer, do I? Get me a little can, I'll sit here and have a drink." Martin said people tune into his streams to get good deals on electronics and to talk with him casually about life over the platform's live chat function."
"Livestreaming in China is light-years ahead of the West. Ron Wardle, the former CEO of China-based e-commerce company ExportNow, said livestream commerce took off in China in 2018, after Alibaba's founder, Jack Ma, challenged beauty influencer Austin Li to sell more lipsticks than him on Alibaba's e-commerce platform, Taobao Live. Li earned the title of China's "Lipstick King" after he sold 15,000 lipsticks in five minutes, beating Ma's sales. Now, Li has amassed a following of 35 million on Douyin,parent company ByteDance's local version of TikTok."
Livestream shopping blends product demonstrations, real-time viewer engagement, and exclusive deals on platforms like Amazon Live, eBay Live, and TikTok Shop. Hosts showcase products, answer questions, and offer discounts while viewers interact via live chat. The format is hugely successful in China, where influencers like Austin Li drove explosive sales on Taobao Live after 2018, drawing massive audiences. Western adoption is growing as e-commerce companies expand livestream features and creators set up home studios to reach buyers. Consumers tune in for bargains and casual conversation, while platforms leverage livestreaming to boost sales and engagement.
Read at Business Insider
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