E-commerce live streaming was already one of the fastest-growing marketing trends in China at the end of 2019 and then COVID-19 hit. Consumers were quarantined, offline retail was shut down, and live streaming quickly became THE hottest marketing and sales channel in the country.

While Taobao has historically been the leader in e-commerce live streaming, WeChat’s newly launched mini program live streaming feature has already started to claim market share.



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