Is it a fact to bring goods on site?

"On-site delivery" is an online transaction.

The first view is that the "live broadcast with goods" in "Network Celebrity" is a commercial advertisement. The essence of online celebrities' "live broadcast with goods" is a commercial advertising activity. As long as the online celebrity anchor who sells goods live meets the requirements of "recommending and proving goods and services in his own name or image", he should be recognized as an "advertising spokesperson" in the Advertising Law.

The second view is that the "live broadcast with goods" of online celebrities belongs to the e-commerce trading model. In the "20 19 White Paper on Ecological Development of Internet Celebrity E-commerce", the "live broadcast with goods" of Internet celebrities is defined as "Internet celebrity e-commerce", that is, Internet celebrities with network influence recommend and sell products to users through content or e-commerce platforms. Merchants pay service fees to network celebrity anchors, so that anchors can recommend goods and services to consumers through influence in their own names or images. The online celebrity's "live broadcast with goods" mode is equivalent to the on-site promotion of sales staff in offline shopping malls. On-the-spot sales promotion of offline salespeople is not recognized as commercial advertisements in law enforcement practice, and the "live broadcast with goods" among online celebrities does not belong to the adjustment scope of the Advertising Law.

Third, the "live broadcast with goods" of online celebrities has both these two characteristics. Online celebrity "live broadcast with goods" is an e-commerce activity with strong commercial advertising color, but it also has a series of characteristics such as social interaction, intuitive experience and obvious transaction attributes that traditional commercial advertising does not have. At the same time, the legal relationship between online celebrities, merchants and platforms is also inconsistent when "live broadcast with goods". Therefore, it is not appropriate to identify it as a commercial advertisement or an e-commerce transaction.