Livestream e-commerce participation and awareness 2022, by country

While China is the cradle of live commerce, western countries are slowly catching up. According to a 2022 survey, more than a third of U.S. shoppers had heard of live streaming shopping events. However, participation in these events was lower, with 20 percent of respondents saying they had taken part in them. Despite having the same level of awareness, the usage rate in Denmark was slightly higher, with 24 percent of respondents participating in this activity.

China, still miles ahead

With nearly 45 percent of Chinese internet users watching livestreaming commerce in 2021 and its popularity among younger generations of online shoppers, this purchase channel promises to reach new heights in the Asian country in the coming years. According to forecasts, the gross merchandise value (GMV) of live commerce in China will account for almost a quarter of the country's total online shopping GMV by 2023.

Growth prospects in the U.S.

In the United States, where live commerce is still in the integration phase, the total value of livestream e-commerce sales is projected to almost double from 2022 to 2026. The platforms that will benefit most from this growth are YouTube, Facebook, and Instagram, as they topped the list of the most popular sites for live commerce in the U.S. in 2021.