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Why livestream retail is set to grow well beyond China

For a barely five-year-old channel, livestream commerce has grown exponentially. Originating in China in 2017 on platforms such as Taobao, Weibo and WeChat, it grew there at a compound annual growth rate of more than 280 per cent through to 2020. Livestream sales in China are expected to reach US$423 billion ($623.3 billion) by the end of 2022, and to represent US$600 billion in 2023 – around 20 per cent of total Chinese e-commerce sales. On just one Singles Day, in November 2021, top livestre