Will livestream shopping ever take off globally?

Livestreaming has been the next big thing in online shopping for several years. 

In China, the shopping mode — where consumers can interact with a live video in real time and buy products — gained speed just before the pandemic. Now, nearly 500M people in China reportedly visit livestream sites on a regular basis, and their purchases on the platforms are driving 10% of e-commerce sales in China, according to McKinsey.

Retailers, brands, and investors anticipated it would explode similarly in North America and elsewhere. Non-China-based startups in the livestream shopping market, which includes B2B livestream tech as well as consumer-facing livestream platforms, raised more than $430M across 5 deals in 2022.

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