Abstract

<p>The live streaming e-commerce market has witnessed remarkable expansion since 2016, with substantial growth in monthly active users on platforms like Taobao, JD.com, Pinduoduo, Douyin, and Kuaishou. The rapid rise is further evident in the Gross Merchandise Value (GMV), which surged from 390 billion yuan in 2019 to over 1 trillion yuan in 2020. Live streaming e-commerce offers a unique and dynamic approach compared to traditional e-commerce. It provides a more intuitive and comprehensive presentation of products, with direct and real-time interactions with consumers. Additionally, live streaming e-commerce leverages promotional activities to influence consumer purchasing decisions swiftly and effectively, amplifying traffic. Notably, established e-commerce platforms, such as Taobao and JD.com, integrated live streaming functions early on, enabling consumers to watch live streams from merchants and make direct purchases. Short-video platforms, including Kuaishou and Douyin, have similarly harnessed the potential of live streaming e-commerce, often linking to third-party platforms like Taobao for transactions. The dividends derived from this model have prompted various platforms to innovate continuously, with dedicated live streaming APPs and e-commerce platforms being launched. This study provides a comprehensive exploration of the live streaming e-commerce phenomenon and its transformative impact on the broader e-commerce landscape.</p>