Social Commerce and Livestreaming E-commerce phenomenon as a new driving force for China E-commerce market development
Social Commerce and Livestreaming E-commerce phenomenon as a new driving force for China E-commerce market development

Summary/Abstract: The prevalence of E-commerce with social media led to the possibility of promoting and selling goods in a more efficient way with higher customer interaction. Social media are no longer used for entertainment only but also to connect companies, influencers, and potential consumers which, in turn, led to the livestreaming E-commerce development. The aim of the given research paper is to present the phenomenon of Chinese Social Commerce and Livestreaming E-commerce with a comparison to the Western environment, and to investigate different approaches to this trend between Chinese and Western users including illustrating the results of conducted analysis. The paper discussed the main factors that determine Livestreaming E-commerce adaptation in different countries, i.e., cultural differences, customers, attitudes, and level of interest. The article confirms the phenomenon of livestreaming worldwide, emphasizing, however, that livestreaming E-commerce in China is prospecting on a much wider scale than it is in any other country, becoming part of daily life for Chinese people nowadays. It allowed to shed light on the key successful factors and differences between countries regarding this trend. The article uses such research methods as literature analysis, secondary, and primary (survey) data analysis.

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