Will Livestream Ecommerce Survive in the ‘New Normal’?

Chinese platforms JD and Kuaishou hope so

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When Chinese consumers were on lockdown because of the coronavirus earlier this year, they entertained themselves with livestreams of blind dates for their pets, vicarious restaurant meals and mask makeup tutorials, to name a few activities. They also bought a lot of stuff.

Now, Chinese ecommerce site JD.com has partnered with livestreaming platform Kuaishou to take this burgeoning behavior a step forward by enabling in-app shopping within livestreams.

JD and Kuaishou are in the process of selecting products, according to a blog post, and starting June 16, Kuaishou’s 300 million daily active users will be able to purchase said products from JD in the Kuaishou app.

Fulfillment and customer care will come from JD, which will also provide insights into consumer behavior to enhance marketing to app users.

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