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  • November 2022
  • Background Note
  • HBS Case Collection

The Future of E-Commerce: Lessons from the Livestream Wars in China

By: Ayelet Israeli, Jeremy Yang and Billy Chan
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of social commerce in which consumers engage with real-time videos to complete transactions. Livestream commerce was especially popular in China, where gross merchandise value through this channel reached $316 billion USD. In the rest of the world, livestream commerce had mixed success, and has not gained traction in Europe and North America. The note explores the 3 top livestream commerce in China - Taobao Live, Douyin, and Kuaishou, to learn about the phenomenon and explore the success of livestream commerce in the future. In particular, the note allows for discussion of the following questions: How should a platform develop a sustainable business model in livestream commerce? What would it take for any of these platforms to come out on top of the competition? Are social media or e-commerce platforms better positioned to win in this market? Was the boom in China’s livestream commerce replicable in other countries? Why hasn’t livestream commerce gained traction in Europe and North America? Was it just a matter of time, or are there inherent factors that impede on the success of this shopping format?

Keywords

Retail; Retailing; E-commerce; E-Commerce Strategy; Ecommerce; Channels Of Distribution; Marketing Communication; Livestream Commerce; Marketing; Marketing Channels; Marketing Strategy; Advertising; Brands and Branding; Media; Consumer Behavior; Social Media; Retail Industry; Consumer Products Industry; Advertising Industry; China; United States; United Kingdom

Citation

Israeli, Ayelet, Jeremy Yang, and Billy Chan. "The Future of E-Commerce: Lessons from the Livestream Wars in China." Harvard Business School Background Note 523-055, November 2022.
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About The Authors

Ayelet Israeli

Marketing
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Jeremy Yang

Marketing
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More from the Authors
  • In Privacy We Trust: The Effect of Privacy Regulations on Data Sharing Behavior By: Ozge Demirci, Ayelet Israeli and Eva Ascarza
  • Full-Funnel Advertising on TikTok: An Experiment (Solution) By: Jeremy Yang and Ayelet Israeli
  • Full-Funnel Advertising on TikTok: An Experiment By: Jeremy Yang and Ayelet Israeli
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