Business Insiderยท2025-10-17 00:31Core Insights - Livestream shopping is gaining traction in the US, mirroring its success in China, with e-commerce platforms capitalizing on this trend [4][16] - Livestreamers engage audiences by promoting products, answering questions, and offering exclusive deals, creating a social shopping experience [3][8] Group 1: Livestreaming in China - Livestream commerce in China began to flourish in 2018, significantly driven by a challenge between Alibaba's Jack Ma and influencer Austin Li [5][6] - Austin Li, known as the "Lipstick King," sold 15,000 lipsticks in five minutes, showcasing the potential of livestreaming for sales [6] - Livestreams in China combine shopping with entertainment, creating a dynamic environment that encourages consumer engagement [7][8] Group 2: Growth in the US - In the past two years, livestream shopping has seen a 165% increase in shoppers during Black Friday and Cyber Monday on TikTok Shop, generating $100 million in sales [16] - A survey indicated that 45% of US adults had participated in live shopping events, highlighting the growing acceptance of this shopping format [17] - The collectibles market is particularly benefiting from livestreaming, with eBay's CEO noting that collectibles represent a $10 billion annual business for the platform [22] Group 3: Livestreamers' Experiences - Livestreamers enjoy flexible working hours and the ability to monetize their interests, although many supplement their income with other jobs [23][24] - The increasing number of livestreamers has led to audience dilution, affecting viewer counts for individual streamers [26] - Despite the challenges, livestreamers like Andrew Martin and Caleb Wessels value the interaction with their audience, even if their earnings are modest [27][28]