Singles Day sales to get tremendous lift from livestream events, as U.S. retailers play catch-up

'Livestreaming as a distribution channel' monetisation strategies  This is what an e-commerce livestream looks like on Taobao:  The livestream host is showing off the new skirt while reading comments from viewers about how the clothes will fit on different frames. Clicking on the basket sign takes me to a check-out while the stream is sti... See more

As offline modes of operations became disrupted by the Covid-19 disease, Taobao Live offered businesses a lifeline to reach vast audiences, including the more than 800 million monthly active users that visit Alibaba’s e-commerce sites. In February, Taobao Live removed barriers and waived service fees for brick-and-mortar merchants to join its platf... See more

In a time when shoppers are wary of being in physical shopping centers due to the pandemic, retailers, brands and social media apps have all jumped on the shoppable live content playing field in some way. In recent months, Nordstrom announced over 50 interactive livestream events, Facebook partnered with Anne Klein to debut its live in-app shopping... See more