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

Abstract

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.