Stars set sail: live broadcast e-commerce is frequently frustrated overseas, and Amazon supports off-site drainage to pave the way for live broadcast

Since the epidemic, all walks of life have been hit hard, and the offline economic system has repeatedly suffered setbacks. At the same time, online e-commerce has emerged in response to the development, and a new more diversified e-commerce model has been derived, such as live e-commerce. With the rapid development of China's live broadcast e-commerce, many e-commerce platforms have also seen hope and future development trends and entered the field of live broadcast. As the world's largest cross-border e-commerce platform, Amazon is not to be missed.

Amazon has put a lot of effort into the field of live-streaming shopping in recent years, and has invited a number of celebrities to the platform to join Amazon’s live-streaming delivery team. However, from the perspective of the overall sales distribution of the platform, the data of live-streaming delivery is not ideal. Most consumers still use search engines to complete orders. In the most popular Amazon's official live broadcast room, the number of people watching online is only 3,000+, which is different from the hundreds of thousands or millions of viewers in the domestic e-commerce live broadcast room, especially every big promotion. Compared with Amazon Live, there is still a lot of difference and room for growth.

Xingqihang believes that this is due to the fact that China's e-commerce live broadcast market has matured, and the Chinese people's live broadcast consumption habits have long been formed, while the US live broadcast e-commerce market is still in its infancy. Inside is not an easy thing. The shopping form of overseas mobile e-commerce has only been gradually developed in the past few years, and it is not suitable to take big steps.

At this stage, the off-site drainage of social media platforms is the key to harvesting more traffic and transaction volume. Only by gradually developing the concept of social e-commerce for consumers can further expand the field of live broadcasting. At this stage, Amazon has provided support for sellers' off-site drainage, and orders that achieve sales through off-site drainage will have the opportunity to receive sales rebates.

The live broadcast e-commerce is undecided whether it will be the general trend of cross-border e-commerce in the future, but before the market matures, as a participant, it needs to make more efforts to build a more suitable environment for its development.