Livestream eCommerce Thrives in China
The wave of livestream eCommerce is sweeping across China, solidifying its status as the norm rather than the exception. Recent studies highlight that a staggering 44.9% of Chinese internet users, totaling 464 million individuals, engage in livestream shopping.
The State of Livestream eCommerce in 2022:
Year-over-year, short video viewership in China grew by 7.0%, reaching 930 million people.
The number of online shoppers swelled by 7.6%, totaling 840 million.
With a 14% annual boost, 700 million netizens now engage with livestreams, making up 68.2% of China’s internet populace.
From this livestream audience, 460 million are not just passive viewers but active shoppers, representing 44.9% of China's netizens.
The viewership for livestream eCommerce has seen a 19.5% rise since the close of 2020, adding 75.7 million more viewers.
Many Chinese individuals have incorporated livestreams into their daily routine, whether it's for wellness exercises or relaxation. Interestingly, it's not solely the sales-driven streams that convert viewer engagement into purchases. Trust and authentic connections between influencers and audiences also drive sales.
Top Categories
Fashion for Women
Cosmetics
Fine Jewelry
Tech Gadgets
Gourmet Food
Parenting Goods
Household Gear
Home Makeover
Personal Accessories
Shoes
Who’s Watching
Women are inclined toward fashion-centric streams, while men gravitate toward topics like automotive, home improvements, and electronics.
Streams related to fashion and beauty captivate Gen-Z, whereas those born in the 1980s opt for more utilitarian subjects like educational resources and family needs.
Who to Hire?
In the burgeoning livestream marketplace, the lion's share of sales is generated by a select few prominent streamers, illustrating a monopolistic trend in the industry. These leading influencers usually charge a set fee along with a sales commission. To entice the audience, it's common practice to offer substantial discounts, often exceeding 30%. Given that their earnings are largely commission-based, top-tier streamers are exceptionally discerning about the products they endorse.