Selling on TikTok and Taobao

In China, livestream commerce—selling products via live video on platforms such as Taobao and TikTok—will account for as much as 20% to 25% of online sales in 2023. In the United States, it accounted for $11 billion in sales in 2021, and growth is increasing dramatically. It’s no wonder brands as diverse as Nordstrom, Petco, and Walmart are embracing the format.

Read the full HBR story HERE.