The rise of live commerce: Who's at risk of losing out?
In the ever-evolving world of e-commerce, one remarkable trend is making significant waves: live commerce, also known as live shopping, video selling, shoppertainment, or live stream selling.
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Live commerce is a channel and not a campaign
Globally, live commerce is already a big channel, delivering $500 billion in GMV to merchants. Yet, much of that is ignored because around 80-90% of that amount is in China.