Live E-Commerce Market Report 2024

The live e-commerce market size has grown rapidly in recent years. It will grow from $1.75 trillion in 2023 to $1.99 trillion in 2024 at a compound annual growth rate (CAGR) of 14.1%. The growth observed in the historical period can be attributed to several factors, rising demand for online shopping, the expansion of live streaming-based shopping, the growing use of social media, and the wider adoption of digital channels and mobile devices.

The live e-commerce market size is expected to see rapid growth in the next few years. It will grow to $3.39 trillion in 2028 at a compound annual growth rate (CAGR) of 14.2%. The anticipated growth during the forecast period can be linked to greater internet accessibility, higher internet and smartphone usage, increasing demand for live e-commerce services, and the expansion of mobile commerce. Key trends expected in this period include advancements in technology, integration with online shopping platforms, incorporation of live-streaming, compatibility with consumer electronic devices, and the adoption of mobile payment solutions.

The live e-commerce market is anticipated to grow significantly due to the increasing penetration of the internet. Rising internet penetration is driven by greater reliance on digital communication, e-commerce, information access, and remote work capabilities. The internet supports live e-commerce by facilitating real-time interactions between sellers and buyers through livestreams, thereby enhancing engagement and enabling immediate transactions. For example, as reported by the International Telecommunication Union in September 2022, approximately 5.3 billion people, or 66% of the global population, were internet users, reflecting a growth rate of 6.1% from 2021. This increase in internet usage is a key factor driving the expansion of the live e-commerce market.

Leading companies in the live e-commerce sector are concentrating on developing advanced technologies, such as 'shop the show' technology, to improve user engagement and optimize the shopping experience. 'Shop the show' technology refers to interactive systems that allow viewers to purchase products featured in live broadcasts or events directly from their screens. For instance, in April 2024, Amazon.com Inc., a U.S.-based e-commerce giant, introduced the FAST Channel, an interactive and shoppable feature available on Prime Video and Amazon Freevee. This channel incorporates Amazon's 'shop the show' technology, enabling customers to browse, shop, and interact with content while watching TV, using their mobile devices. The channel operates 24/7, offering programming from popular creators, celebrities, and brands, and facilitates easy browsing and purchasing of featured products via the Amazon Shopping app.

In November 2023, IPG Mediabrands Commerce, a U.S.-based media and marketing agency, entered into a partnership with Stickler to develop a comprehensive Live Commerce solution for brands in the Asia-Pacific region. This collaboration aims to provide scalable solutions for brands seeking to establish a foothold in the Live Commerce arena, thereby capturing a larger share of consumer spending in this emerging market segment. Stickler, a U.S.-based provider of live commerce technology and solutions, plays a pivotal role in enabling brands and retailers to leverage this innovative channel.

Major companies operating in the live e-commerce market are Amazon.com Inc., Google plc, Alibaba Group Holding Limited, Meta Platforms Inc., ByteDance Ltd., Kuaishou Technology, Sea Limited, Wayfair Inc., Qurate Retail Inc., MercadoLibre Inc., Under Armour, Flipkart Private Limited, Inly Media Co Ltd., Myntra Designs Pvt. Ltd., Yunji Inc., Gravy Solutions Inc., Mogu Inc, Bambuser AB, NTWRK Inc., Vee24 Inc., Livby Co Ltd, Roadget Business Pte. Ltd.

North America was the largest region in the live e-commerce market in 2023. The regions covered in the live e-commerce market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the live e-commerce market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Live e-commerce is a shopping format where products are presented and sold via live video streams. It merges entertainment with interactivity, enabling viewers to participate and interact with hosts in real time. This approach increases consumer involvement and encourages spontaneous purchases.

Live e-commerce can be categorized into domestic and transboundary types. Domestic live e-commerce involves online shopping events where products are sold in real-time through live streaming within a single country. This method allows sellers to showcase products, interact with viewers, and boost immediate sales. The devices used for live e-commerce include mobile phones, computers, tablets, and others, and it applies to various categories such as clothing, cosmetics, everyday items, food, and more.

The live e-commerce market research report is one of a series of new reports that provides live e-commerce market statistics, including the live e-commerce industry's global market size, regional shares, competitors with a live e-commerce market share, detailed live e-commerce market segments, market trends and opportunities, and any further data you may need to thrive in the live e-commerce industry. This live e-commerce market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The live e-commerce market consists of revenues earned by entities by providing services such as live product demonstrations, interactive shopping experiences, instant purchases, real-time promotions, and discounts. The market value includes the value of related goods sold by the service provider or included within the service offering. The live e-commerce market also includes sales of fashion and apparel, beauty and personal care, electronics and gadgets, home and kitchen, health and wellness, toys and games, and food and beverage. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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