The Adaptation of Live-Stream Shopping from China to the US Market

Thumbnail Image

Persistent link to this item

View Statistics

Journal Title

Journal ISSN

Volume Title


The Adaptation of Live-Stream Shopping from China to the US Market


Published Date



Zhe Li




Live-stream shopping has emerged as a revolutionary e-commerce trend, merging real-time interaction with the convenience of online shopping. Originating in China, this study explores the adaptation of live-stream shopping to the U.S. market. Through a comprehensive survey of university students, the study found that while 60% are aware of live-stream shopping, only a subset actively participates. TikTok dominates as the platform of choice for 40%, with Clothing and Apparel, Electronics, and Cosmetics as the most sought-after product categories. The research highlights the importance of real-time interaction and live demonstrations in influencing consumer engagement, yet points to quality concerns and inadequate return policies as significant barriers. Interviews with industry leaders like Whirlpool (Shanghai) and live-stream commerce innovators like New Oriental through Koolearn Technology provided practical insights into the operational dynamics and strategic approaches to live-stream selling. The study concludes with recommendations for U.S. retailers to harness the interactive nature of live-stream shopping, emphasizing the need for quality assurance and strategic platform utilization to enhance consumer trust and participation. This research contributes to a deeper understanding of live-stream shopping's potential in the U.S. and offers a strategic framework for its integration into existing e-commerce practices.



Faculty Mentor: Hailong Cui

Related to



Series/Report Number

Funding information

Undergraduate Research Opportunities Program (UROP).

Isbn identifier

Doi identifier

Previously Published Citation

Suggested citation

Li, Zhe. (2024). The Adaptation of Live-Stream Shopping from China to the US Market. Retrieved from the University Digital Conservancy,

Content distributed via the University Digital Conservancy may be subject to additional license and use restrictions applied by the depositor. By using these files, users agree to the Terms of Use. Materials in the UDC may contain content that is disturbing and/or harmful. For more information, please see our statement on harmful content in digital repositories.