Over 245 million people made at least one purchase from a livestream in 2020, suggesting that digital shoppers in China have embraced livestream as a new option for purchasing amid the pandemic.
 |  | Over 245 million people made at least one purchase from a livestream in 2020, suggesting that digital shoppers in China have embraced livestream as a new option for purchasing amid the pandemic.
Consumers appear to be sticking with this mode of buying, as 45% of China's digital shoppers are poised to buy via livestream in 2023. But China's digital buyer growth is slowing dramatically as marketers struggle to connect with new digital buyers in an overpopulated market.
While no country comes close to rivaling China's population of 825.5 million digital buyers, marketers will have to focus on where existing buyers already are, to retain this retail ecommerce business.
Digital buyers have embraced the livestreaming format with enthusiasm, and providers have been quick to respond to demand. As more internet companies scramble to implement their own livestream sales features, marketers will have to offer incentives to their current user base to prevent customer churn.
Our research helps clients in marketing, strategy, product development, and more answer questions such as:
- How can I invest to reach consumers effectively where they are spending their time and attention, both online and offline?
- What do I need to know to plan around market forces that could disrupt my traditional business?
- What digital capabilities should I invest in to get ahead of disruptive trends?
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