by Digital Commerce 360
This article was originally published on Digital Commerce 360.
Livestreaming by e-retailers began in China and is going global In the US, Amazon and Wayfair use livestreaming to draw in customers.
Retail companies have embraced the power of video to build brand trust and 2019 was the year when livestreaming in ecommerce started to take off. Now that the big Chinese retailers JD.com and Kaola (a unit of Alibaba) are jumping into the mix, where is the industry headed? Will customers become overwhelmed? We look at the past, present, and future of livestreaming and how it transform the way global consumers shop online in 2020.
How e-commerce live streaming started
Livestreaming in ecommerce first emerged in 2014 when Chinese fashion ecommerce platform Mogujie began to experiment with it, with Alibaba’s Taobao, the world’s biggest ecommerce website, following suit soon after that. Both Mogujie and Taobao sold low- to mid-range apparel to young female shoppers, with many of them between the ages of 18 and 23. But given the limited purchasing power of these target consumers, the average value of each transaction was low, so boosting conversion rates became a priority. Read More at Digital Commerce 360