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The runaway success of livestream commerce in China has made headlines in the U.S., but replicating that magic has so far been thwarted by back-end tech challenges, changing user behavior and talent issues.
There are many differences between the markets in China and the U.S.—more evolved tech platforms and higher rates of mobile commerce, to name two—but there are hints that livestreaming is taking hold, despite platforms like Meta rolling back Facebook’s version of live shopping in August 2022 to focus on Reels as more people use the short-form format.