If the ecommerce revolution started in1995, get ready for the next evolution. Starting slowly in 2014, live commerce (or live streaming) in 2020 is becoming a go-to option for Asian consumers seeking new products, promotions, or an impulse buy on a deal, especially for categories such as beauty and fashion, food, and home products. Estimated at around $18 billion in Asia for 2019, it is growing on an annualized 71% clip. So, what is live commerce/streaming?
Live streaming is like television shopping, think QVC and celebrity endorsement, upgraded for the 21st century. It hosts real-time broadcasting of video content by presenters/influencers that model or showcase products.