Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Over 45% of China’s digital shoppers will buy via livestream in 2023

The news: More than 320 million people in China will make at least one purchase from a livestream this year, according to our latest forecast.

  • That’s about 186 million more people than in 2019, and nearly 39% of digital buyers ages 14 and older in 2021.
  • We anticipate a 30.2% increase in the number of livestreaming ecommerce buyers this year, and a 13.5% increase next year.
  • By the end of 2023, over 45% of digital shoppers ages 14 and over will shop via livestream.

More on this: Fundamentally, China’s global lead in ecommerce sales is a result of its enormous base of internet users.

  • Although India is nearly as large as China in terms of overall population, no country comes close to rivaling China in digital population.
  • China’s 983.7 million internet users, and 824.5 million digital buyers, will drive its world-dominating ecommerce figures in 2021.

The challenge: China’s digital buyer growth is slowing dramatically.

  • This year, nearly a billion people will be online, and 90.2% of them ages 14 and older will participate in ecommerce. That means it will be harder for marketers to find new digital buyers in the coming years.
  • The key, now, is to focus on where the existing buyers already are.

The big picture: Although China has kept the virus largely under control since mid-2020, various pandemic-related constraints served to influence consumer behavior in lasting ways.

  • Social distancing mandates and nervousness about brick-and-mortar shopping created the ideal conditions for shoppers to embrace new options like livestreaming.

Last year, shoppers seeking to replicate the in-store experience—including interactions with salespeople and realistic looks at the product—found what they needed in livestreaming channels, and this year, they’re sticking with that mode of buying.