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Live Commerce 2023

What Retailers in Asia-Pacific and the US Need to Know Now

About This Report
The popularity of livestreaming ecommerce is spreading to other parts of the world besides China. But not every market has embraced this new retail format to the same degree.
Table of Contents

Report Snapshot

The popularity of livestreaming ecommerce, which first skyrocketed in China during the pandemic, is spreading to other parts of the world. But not every market has embraced this new retail format to the same degree.

Retailers selling via live commerce should follow China’s example.

  • Livestreaming commerce will account for a remarkable 19.2% of retail ecommerce sales in China this year. Total sales will rise from $562.62 billion in 2023 to $843.93 billion in 2025, per our forecast.
  • In 2023, there will be 373.7 million digital buyers in China making purchases through livestreaming video, a 42.1% penetration rate.
  • Wider adoption is helped by nearly every major Chinese ecommerce and social platform participating in live commerce, including Alibaba’s Tmall and Taobao,, Pinduoduo, and WeChat, along with short-video apps Douyin (TikTok’s sister app in China) and Kuaishou.

Here’s what’s in the full report


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Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Report Snapshot
  2. Other mobile-first markets in Asia-Pacific hold promise for livestreaming ecommerce.
  1. Live shopping faces an uncertain future in India and Japan.
  2. In Western countries, live shopping is still ramping up.
  1. Sources
  2. Media Gallery


Man-Chung Cheung

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