Whitepaper: E-commerce Live Streaming Post COVID-19
For this whitepaper, Data100 surveyed 3106 people in 1st-4th tier cities across China. The survey was done in May 2020 so the results are very recent. The report is full of interesting data and trends in live streaming viewer/consumer demographics and it explores the competition between various platforms and gives some predictions for future trends.
- In 2019 China’s e-commerce live streaming industry was worth 433.8 billion RMB; in 2020 it is estimated to reach almost 1 trillion.
- Around one fourth of China’s internet users have watched an e-commerce live stream.
- This slide shows how consumer shopping behaviors have changed since the start of COVID19. The number of people who have purchased products while watching a live stream has grown 6%, through a WeChat Official Account or WeChat group 4%, and through a short video 2.6%.
- At the same time, purchases through e-commerce apps decreased 1.9% and webpages 0.4%.
- Among platforms, Taobao live stream is the clear winner with 77% of consumers saying they have heard of it, 68% have watched it, and 61% have bought something through it.
- Douyin came in 2nd place with 67%, 52% and 39% respectively, showing the conversion rate is still much lower on Douyin.
- Next was Kuaishou, Jingdong, Pinduoduo, Xiaohongshu, VIP.com, Mogujie, Douyu, and Huya
- Interestingly the report did not include WeChat mini program live streaming
This report is 33 pages long and filled with a ton of other insights!
