For The New Optimists, livestreaming will continue to be a dominant shopping option. Why? This is a highly social, on-the-go group, and livestream allows them to interact and shop virtually anywhere. This form of conversational commerce is mainstream in China (livestream shopping generated $4.4bn in sales in 2018), Japan, Southeast Asia and South... See more

Community commerce was born out of lockdown. There has been a 74% surge in online shopping in 2020 and 85% of people purchase products or services after seeing them reviewed on social media.

More than any other generation, Gen Z uses TikTok as a search engine—making social media their primary tool for researching products online.