E-commerce live streaming has been validated in China, with companies increasingly leveraging it as a digital channel to reach consumers. As seen in the chart below, China's enterprise live-streaming market is estimated to grow 152% in 2020, as per iResearch data.
Alibaba is now looking to take this model global through its subsidiary AliExpress by hiring of 1,000,000+ influencers worldwide over the next three years. These influencers will be connected to merchants through "AliExpress Connect", allowing merchants to collaborate with these influencers to boost platform sales and engagement. We believe this can be a major driver for Alibaba in the long run as it aims to make "shoppertainment" and e-commerce live streaming a mainstream sales channel around the world.
"As e-commerce continues to grow and ‘shoppertainment’ reshapes the landscape and changes the way people shop online, influencers and content creators are playing a more important role in driving retail transformation and e-commerce success." Wang Mingqiang, AliExpress General Manager