As the digital landscape continues to evolve, China’s live-streaming e-commerce market has surged, with an astounding growth rate of 58.2% in sales volume. This transformation signals a monumental shift in consumer shopping behaviour and a new era of engagement.

In 2023, it’s no longer just about having a digital presence; to thrive, brands must adapt and innovate. Understanding the shifting trends and leveraging live commerce is critical for capturing the attention of today’s discerning consumers.

This data brief offers an in-depth exploration of the top trends shaping the live-stream e-commerce industry in China. It is tailored for brands seeking to navigate and excel in this dynamic marketplace.