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Insights for the Food and Grocery Industry

Live Commerce is the new normal to transform the retail experience

Several retailers, digital platforms and brands are turning to live commerce to create value for consumers. Live commerce, a blend of entertainment and live purchases, is the hottest trend lately. Alibaba’s Taobao Live marked the launching of live commerce, and Amazon Live reformed the retail experience. A 2020 survey showed two-thirds of Chinese consumers said they had bought products via Livestream last year. Live commerce creates customer value in two ways: 1) Accelerating conversion and 2) Improving brand appeal and distinctiveness. Apparel and fashion is undoubtedly the winning category with a 36% share in live commerce.

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