Live Commerce 2023

What Retailers in Asia-Pacific and the US Need to Know Now

Report by Man-Chung Cheung  | Jul 14, 2023
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Table of Contents
Report Snapshot
Other mobile-first markets in Asia-Pacific hold promise for livestreaming ecommerce.
Live shopping faces an uncertain future in India and Japan.
In Western countries, live shopping is still ramping up.
Sources
Media Gallery
About This Report
The popularity of livestreaming ecommerce is spreading to other parts of the world besides China. But not every market has embraced this new retail format to the same degree.
Topics
Social Commerce
Retail Ecommerce Sales
Asia-Pacific
Table of Contents
Report Snapshot
Other mobile-first markets in Asia-Pacific hold promise for livestreaming ecommerce.
Live shopping faces an uncertain future in India and Japan.
In Western countries, live shopping is still ramping up.
Sources
Media Gallery

Report Snapshot

The popularity of livestreaming ecommerce, which first skyrocketed in China during the pandemic, is spreading to other parts of the world. But not every market has embraced this new retail format to the same degree.

Retailers selling via live commerce should follow China’s example.

  • Livestreaming commerce will account for a remarkable 19.2% of retail ecommerce sales in China this year. Total sales will rise from $562.62 billion in 2023 to $843.93 billion in 2025, per our forecast.
  • In 2023, there will be 373.7 million digital buyers in China making purchases through livestreaming video, a 42.1% penetration rate.
  • Wider adoption is helped by nearly every major Chinese ecommerce and social platform participating in live commerce, including Alibaba’s Tmall and Taobao, JD.com, Pinduoduo, and WeChat, along with short-video apps Douyin (TikTok’s sister app in China) and Kuaishou.

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Table of Contents

  1. Report Snapshot
  2. Other mobile-first markets in Asia-Pacific hold promise for livestreaming ecommerce.
  1. Live shopping faces an uncertain future in India and Japan.
  2. In Western countries, live shopping is still ramping up.
  1. Sources
  2. Media Gallery

Charts in This Report

Livestreaming Retail Ecommerce Sales in Southeast Asia, 2018-2022 (billions)Primary Platform Used for Livestreaming Ecommerce According to Brands/Retailers in Southeast Asia, Nov 2022 (% of respondents)
Experience With Livestreaming Commerce Among Internet Users in Japan, Jan 2023 (% of respondents)Adults in Select Countries Who Have Heard or Participated* in Livestreaming Ecommerce, Q1 2023 (% of respondents in each group)
Experience With Livestreaming Ecommerce Among US Adults, by Generation, May 2023 (% of respondents in each group)

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authors

Man-Chung Cheung