The rise of live streaming e-commerce

February 2021

The spread of COVID-19 and strict movement measures have given rise to more instances of online shopping and spurred further growth in e-commerce in Mainland China. In particular, live streaming has gained prominence in recent years as a viable way to market, communicate, and sell products online. Chinese consumers are increasingly shifting away from traditional mass media and looking to mobile and electronic devices for information and entertainment.

According to our Global Entertainment & Media Outlook 2020-2024: China Summary, it is estimated that the proportion of mobile internet advertising will increase to 63% by 2024, with live streaming e-commerce advertising becoming the new driving force.

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Wilson Chow

Global Technology, Media and Telecommunications Industry Leader, PwC China

Cecilia Yau

Mainland China and Hong Kong Media Leader, PwC China

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Michael Cheng

Asia Pacific, Mainland China and Hong Kong Consumer Markets Leader, PwC China

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Jennifer Ye

Mainland China Consumer Markets Leader, PwC China

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Waldemar Jap

Consumer Markets Deals Lead Partner, PwC Hong Kong

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Partner, PwC China

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