features scheduled live content in categories like beauty, fitness, and food. Amazon declined to provide details on consumer and merchant adoption of the platform.Live commerce is not meant to replace consumers' shopping habits for everyday essentials. And it's not about searching for specific products — it's about entertainment and impulse buying.And platforms like Taobao Live and Douyin are designed for just that.
Beyond seamless purchasing within the live streams, the experience has also been gamified in China. There may be coupons that fly across the screen, and users can grab them to gain points or a discount. And there are leaderboards tied to fan bases, where engaging with certain influencers can earn users points and badges.China's mobile-first market was primed to adopt live commerce
. And the mobile payment space is largely dominated by players like Alipay , and Tencent's WeChat Pay."In the US, we often say we use the phone all day long, but we still are very much PC-centric," said Chan. according to Business Insider Intelligence
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