Taobao Live Rethinks the Future of Stores

“A major trend going forward will be elevated livestream experiences,” said Alibaba Group Vice President Yu Feng, who oversees content e-commerce at Taobao. “More and more consumers have adopted livestreaming as a way to shop. It has become an irreversible trend and, at the same time, an increasingly competitive space.”

Brands’ original livestreams, as opposed to those created by influencers, have surged since 2019, as an increasing number of brands have mastered the popular medium to connect with Chinese consumers. Some companies have even invited celebrities or their CEOs and senior executives to appear on camera to answer viewers’ questions. Others, like Dior o... See more

Platforms like Taobao, owned by Alibaba, and WeChat function as both hybrids of social media and eCommerce platforms, essentially offering users a plethora of services from microblogging, messaging and online shopping, all in one experience. This interconnected economy of services means that live stream shopping is simply an extension of the existi... See more