Live Commerce: Social media influencers are driving billions in sales in China with live-streamed commerce. An a16z partner explains why the US could be next, and the companies positioned to take advantage

Live commerce is new kind of shopping, where brands and influencers stream videos to consumers.
From apparel to produce, live streaming has taken off in China on platforms like Alibaba’s Taobao Live and Douyin, China’s version of TikTok.
Live commerce offers a more streamlined experience than home shopping TV networks like QVC with check-outs embedded in the platforms and payment details stored.
In the US, platforms like Facebook and Instagram are making a push into e-commerce.
Live commerce could soon arrive in the US, where influencers are already monetizing their social media followings.
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