Livestreaming e-commerce in China

Livestreaming e-commerce in China (also known as live commerce or livestream shopping; Chinese: 直播带货; pinyin: Zhíbō dàihuò) was initiated by fashion e-commerce platform Mogujie in 2016.[1] In the same year, it was picked up and gradually made popular by Alibaba, who turned live commerce into a fixture in its annual Singles' Day shopping festivals. [2]

  1. ^ Sun, Henan. "Chinese fashion e-retailer Mogu banks on live streaming to revive fortunes". KrASIA. 31 August 2019. Retrieved on 14 December 2021.
  2. ^ Arora Arun, Glaser Daniel, Kim Aimee, Kluge Philipp, Kohli Sajal, and Sak Natalya. "It’s showtime! How live commerce is transforming the shopping experience". McKinsey & Company. 21 July 2021. Retrieved on 14 December 2021.