Lessons in live commerce: Getting started as a foreign brand in China

Brands who want to crack China would do well to crack live commerce, but how to navigate a distinctive retail market? At Ecommerce Expo, Jack Porteous from cross-border ecommerce company Samarkand Global spoke to Jessie Han, China Account Manager at British luxury skincare brand Temple Spa.
Live commerce, the act of buying products online during a dedicated livestream, is known to be a major shopping channel in China, with Insider Intelligence forecasting that selling via live commerce will account for a “remarkable 19.2%” of retail ecommerce sales in China this year.