Livestreaming in Western Markets: A Primer

What's Inside

Our new Livestreaming in the West report series delves into key trends in livestreaming e-commerce across four key retail verticals: apparel, beauty, CPG and home/electronics. Learn about how retailers in the West are establishing and enhancing their livestreaming strategies.

As a primer to our new series, we discuss the current state of livestream shopping in the West, leveraging data from recent Coresight Research surveys of consumers and retail companies.

Data in this report include:

• US livestream viewers’ reasons for watching a shoppable livestream in the past three months, by product category
• Social media platforms, e-commerce channels and video-sharing platforms used by Western retail companies for livestreaming, by selected retail verticals
• Proportion of annual marketing budget allocated to livestreaming by Western retail companies in 2022 (overall and by retail vertical)
• Benefits of livestreaming for by Western retail companies and types of host used, by selected retail verticals
• Western retail companies’ expectations for livestreaming e-commerce revenue growth in the next two years (overall and by retail vertical)

Companies mentioned in this report include: Amazon, Facebook, Instagram, TikTok, WhatsApp, YouTube

Other relevant research:

• Think Tank: Livestreaming E-Commerce Gains Ground in the US
• 4Q22 US Livestreaming Tracker: Promotions and Informative Content Attract Shoppers Ahead of the Festival Season
• Capitalizing on Livestream Shopping Opportunities: North America and Europe Retail Executive Survey Findings
• Our full coverage of livestreaming e-commerce