Social and live commerce has emerged as one of the biggest trends reshaping how Chinese consumers shop.
More than just an online version of TV shopping, social and live commerce combines the influence and reach of social media with the immediacy and interactivity of livestreaming.
Some of China’s leading brands generated billions of renminbi in revenues in 2022 through social and live commerce.
In this short video, the Partners of McKinsey’s Consumer and Digital Practices in China discuss how consumer marketers can leverage this channel to expand their business.