U.S. Livestreamed Ecommerce To Grow 57% In 2023

Livestreamed e-commerce in the U.S. is poised to grow 57% this year, to nearly $32 billion, and more than double again, to $67.8 billion, by 2026.

That’s according to Coresight Research, based on analysis of two U.S. consumer surveys and a B2B survey of brands, retailers and manufacturers in North America and Western Europe over the last seven months.

Livestreamed ecommerce’s share of the total U.S. ecommerce market was just under 1% in 2020, but will reach an estimated 3.5% this year, and 5% by 2026.

That’s impressive, but still far behind China, where livestreamed ecommerce will account for an estimated 17% of all online sales by 2026.

In the U.S., the livestream channel continues to expand into new sectors, including home improvement and grocery.

At the same time, marketers are beginning to understand the importance of consistently scheduling streams and offering discounts and giveaways (charts below), and using emerging retail tech and various livestreaming formats to meet consumer demand for interactive livestreams and personalized experiences.

Marketers are looking to capture testimonials and partner with industry experts and knowledgeable influencers to provide consumers with authentic, informative content.

However, consistent educational content and transparent information are needed to build and maintain consumer participation, the researchers conclude.

The report details these trends and strategies.

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