What is the future trend of live e-commerce?

The current situation and future development trend of live e-commerce are as follows:

First, the status quo

Live broadcast is very dominant at present, but it is not enough to replace offline shopping guide. It is expected that in the next six months, due to the aesthetic fatigue of users, the live broadcast will have an adjustment period. At present, the problem of live selling fake goods and high return rate still exists. The head anchor has a high bargaining power, and many merchants are also clearing goods at a loss, so merchants will not use it as the main means of bringing goods.

After this period of intensive marketing, some users have begun to feel aesthetic fatigue, and the State Administration of Radio, Film and Television has also begun to regulate the live broadcast. Some shocks in the industry in the future are inevitable. However, this does not prevent live broadcast from becoming the norm in the future and becoming a promotion-oriented marketing tool.

Now it seems that live broadcast can be regarded as an effective advertising method that pays attention to ROI. The live broadcast itself will undergo further evolution. VR, AI and robots are all future trends, which can be combined with live broadcast to continuously improve the user experience.

Second, the future development trend

In 20021year, the number of live webcast users, live e-commerce users and short video users in China exceeded 560 million, 300 million and 800 million respectively. At that time, the size of the live e-commerce market was close to one trillion, and the penetration rate exceeded 8%.

According to the relevant data of Ali Research Institute, the overall GMV annual growth rate of live broadcast e-commerce is about 90%, and the overall penetration rate is still lower than 15%, so there is still a lot of room for growth in the future. Live e-commerce has entered a stage of deep development, and it is expected that the space penetration rate of the live e-commerce industry will reach about 90% in the future.