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How livestreaming is driving e-commerce sales in China

Since 2019, livestreaming has been one of the most important ways for a store to engage its followers to make a sale in China. But livestreaming was not always used for selling items. The concept is not new. Traditionally, it served as a way to connect with strangers on the internet. A host would sing or play guitar, interact with his or her fanbase and receive red packets or 打赏 from the viewers. It wasn’t until 2019, that Taobao livestream saw the inevitable way that products had to chang