Analyzing live streaming e-commerce in China: reason of success, challenge and future ​

Live streaming e-commerce is the integration of e-commerce and live streaming, which is a new shopping mode with great popularity in China. As the pandemic of COVID-19 accelerates its development, e-commerce in live broadcast has gained huge space to grow. It also has impacted on consumers’ purchase habits, as the time period for consumers from understanding the product to completing the purchase has been greatly shortened. This work aims to further understand the reason of success of live streaming e-commerce in China, starting from the background of development, and internet +, analyzing first key factors to promote e-commerce expansion in China. This dissertation studies the characteristics of live streaming e-commerce (as an extension of e-commerce), not only in terms of participants, but also includes external promoting factors, the pandemic and policy support. - Taking Taobao and Tik tok as examples, the work discussed two typical marketing mode of different platform. Finally, although live streaming e-commerce contains enormous potential and opportunities, some challenges impede its sustainable development. The work proposes some suggestions for current problems, and presents a positive expectation for its future.