Leading influencers in APAC, like Li Jiaqi, have sold billions worth of products through live-stream shopping.
China has seen significant success with live-selling, generating nearly $500bn in transactions in 2022, a concept introduced by Alibaba in 2016.
Driving online traffic at scale, existing brand-customer relationships, and pricing agreements pose challenges for live-selling adoption in the US and Europe.
Concerns exist in western markets over live-selling replicating success, with worries about tone of voice, especially for luxury brands.
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