With its first appearance in 2016, e-commerce live streaming has been in explosive development period since 2019. Its GMV in 2019 reached 451.29 billion yuan, increasing by 200.4% YoY and accounting for 4.5% of the overall online shopping market in China.
With a huge room for growth, it is expected to maintain a high growth rate in the next few years.
After experiencing high-speed growth in 2018, the growth of monthly unique devices for short video apps has slowed down in 201. Weak user growth has promoted short video platforms such as Douyin/TikTok and Kuaishou/Kwai to accelerate their monetization process.
Live e-commerce helps short video platforms to further stimulate user consumption and enhance user value. The proportion and importance of the live e-commerce business on...
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