Livestreaming Plays Key Role in Growth

A report from chinadaily.com.cn on May. 13th, 2025:

Livestreaming e-commerce, the practice of promoting products via live online broadcasts, has played a vital role in bolstering the growth of consumption and expanding employment, serving as an important force driving China’s high-quality economic development, a new report said.

According to a report released by the research institute of the China International Electronic Commerce Center, a livestreaming room can generate more than 30 new occupations and create a large number of jobs in the upstream and downstream of industrial chains.

Based on the survey from short video platform Kuaishou, among the enterprises that have been continuously conducting livestreaming marketing, over 70 percent of new customers come from livestreaming e-commerce and the speed of product innovation after livestreaming sessions has doubled, the report noted.

The report pointed out that by leveraging cutting-edge digital technologies such as artificial intelligence and big data, livestreaming has offered consumers an interactive, immersive and real-time shopping experience, and an increasing number of brands are starting their own livestreaming activities on platforms to forge a stronger emotional connection with shoppers.

Li Yongjian, a researcher at the National Academy of Economic Strategy under the Chinese Academy of Social Sciences, said livestreaming e-commerce can help narrow the income gap between urban and rural residents, as research shows that if the gross merchandise value or GMV of fresh food increases by 1 percent during the livestreaming sessions, the per capita disposable income of rural residents will increase by 0.03 percent.

Data from market consultancy iResearch showed that the revenue of China’s livestreaming e-commerce sector reached 5.8 trillion yuan ($803.3 billion) last year, with the compound annual growth rate reaching 18 percent between 2024 and 2026.

Meanwhile, the rapid evolution of artificial intelligence has become a new engine bolstering the high-quality development of the livestreaming e-commerce sector, and is reshaping the landscape of the industry given that the technology has significantly improved operational efficiency, reduced labor costs and lifted purchasing conversion rates, the report said.