How livestream shopping marketplaces are trying to become mainstream

“From the consumer side of things, the appetite for that live content increased right at the same time” as when retailers were attempting to find interactive methods to put products in front of consumers, said Matt Moorut, senior principal analyst at Gartner. “It sort of makes a perfect storm where, from both sides of the equation, there’s more of ... See more

In fact, Singles Day has already produced one remarkable stat from October 21st: Alibaba sold a staggering $1.1 billion in merchandise in 30 minutes through its Taobao Live video service. That’s $36.7 million in sales happening every minute through live video shopping streams from internet celebrity influencers. To put that number in perspective, Q... See more

In the US, dominant platforms typically have just two out of the three: Amazon is a wealth of commerce and content related to products, Tik Tok has community and content—but it’s rare to successfully integrate all three elements (they require very distinct DNA to do well!). Successful case studies include Glossier and Food52, while new startups lik... See more