How big is live commerce in Asia?
Originating in China, live commerce has since exploded in Asia, driven by major e-commerce platforms like Taobao and JD.com. Most online consumers in China, India, and Thailand have already used live commerce to purchase items. The awareness of live shopping has reached over 90 percent in China and Southeast Asia. Even if consumers have not directly purchased from shopping livestreams, many still watch them. In a recently conducted survey, over a third of social media users in Indonesia, Vietnam, and China watched shopping livestreams in the week before. The Chinese live commerce market is the largest in the world, with the highest number of users and a market size projected to reach 5.86 trillion yuan this year.Live commerce streamers commonly use social media platforms or e-commerce platforms to host their shows. Channels used for livestream commerce vary among countries. Shopee, Facebook, and TikTok were the most used among live selling channels in Southeast Asia. Douyin and Taobao have the highest gross merchandise volume of live-stream shopping in China.
Why is live commerce popular?
Unlike the viral speedy live shows, live commerce usually attracts shoppers for product demonstrations and instant feedback. Like its precedent – home shopping – live commerce also attracts a wide range of consumers, including those who might be inexperienced and uninterested in typical online shopping. Answering questions regarding sales and products was the leading reason for using live commerce in India. Live shopping streams are also enjoyed by some as a form of entertainment. Live streams and video content were the most popular features on e-commerce platforms during Ramadan in Indonesia.Major e-commerce retailers in China and Southeast Asia have live commerce features integrated into their platforms. However, many shoppers also use live streaming functions of social media platforms for live selling, which calls for greater integration between live commerce and social media in the future.
