Livestreaming e-commerce in China

Livestreaming e-commerce in China (also known as live commerce or livestream shopping; Chinese: 直播带货; pinyin: Zhíbō dàihuò) was initiated by fashion e-commerce platform Mogujie in 2016. In the same year, it was picked up and gradually made popular by Alibaba, who turned live commerce into a fixture in its annual Singles' Day shopping festivals.

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