Live streaming and e-commerce in China: a Bromance?

[Jahangir655]

If in the West live streaming is preferred for entertainment purposes, in China it is also exploited a lot in terms of online sales. Hence the happy marriage between live streaming and e-commerce, the so-called live-commerce.

While watching a live stream, Chinese users can inquire about a product and buy it immediately, without ever changing the App. This real-time purchase is promoted by the “See now, buy now” concept used by many brands to increase sales.


For example, a recent Adidas live stream featuring this slogan was used to promote the latest limited-edition sneakers in China. The brand came to have 2.23 million views in 10 hours and to invoice 200 million Renminbi in impromptu purchases.

However, live streaming is not a tool to be exploited only for the fashion and beauty categories. Given its enormous expansion, it must also be integrated into its marketing strategy for the other market sectors. For example, other growing sectors are those of home furnishings and fresh food products.

Wanna get yourself started with Live streaming in China?
According to data released by the China Internet Network brazil telegram number Information Center (CNNIC), as of the end of 2021, the number of viewers in the country has reached 703.4 million, an increase of 163 million from the end of 2018, accounting for 68.2% of the total number of Internet users.

E-commerce live streaming is a great opportunity for brands to promote their products to the Chinese audience. It’s especially true to foreign products and brands, as consumers can see better and trust the company after seeing a live stream with their favorite influencer. It’s a tool of 2022 and it’s definitely not going anywhere, so it’s best to use the opportunity to generate sales and raise brand awareness in the Chinese market.


We are a China marketing agency with more than 10 years of experience. We worked with over 600 brands from different sectors and we have the experience and know-how you need in China. We collaborate with many top influencers and live streamers in the Chinese market and we can help you select the ones most suitable for your brand.

Apart from live-streaming, we also offer many different services, such as market research, web design, localization, branding, e-reputation, Baidu SEO, social media accounts set-up, online reputation management, influencer marketing, and many more.