Behind the scenes of Live Shopping, the new dada of marketers

Taobao Live has changed the situation

Building on the success of his first "Singles' Day" live, Alibaba launched Taobao Live in 2016, a live streaming platform linked to Taobao, Alibaba market place dedicated to sales between individuals and between merchants and individuals.The tool quickly becomes a success and changes the situation: it adapts live streaming, with its codes inherited from gaming and sport, at e-commerce.

"Taobao is an e-commerce platform and live streaming is just a functionality, but the concept has become so widespread and important that it has taken its own course," retraced digital mana zhou, marketing managerFrance d'Aliexpress, the Alibaba e-commerce platform which claimed more than 150 million active buyers in the world at the end of 2020.In 2020, Taobao Live recorded more than $ 60 billion in gross goods volume.Between 2019 and 2020, its number of daily active daily users and the number of live streamers who use the tool increased by… 661 %.Among them, a variety of merchants who range from the French luxury brand with a real studio to the street seller or the local fruit and vegetable merchant passing through a simple smartphone.

The Taobao application is today one of the most downloaded in China and today we find the different features of Taobao Live in other tools that have invested the Live Shopping field such as Tiktok, Facebook, Instagram, Youtube or snapchat.All platforms combined, Chinese live shops would have generated nearly $ 300 billion in 2021, twice the amount reached in 2020.