Shopkeepers Focus on Deep Price Cuts and Live Stream Shopping Events to Draw in Singles Day Customers
The world of live commerce has witnessed a significant shift in the past decade, with China leading the charge and the United States playing catch-up. This transformation is particularly evident during major shopping events like Singles Day in China and Black Friday in the U.S.
China's live commerce market has grown exponentially, reaching an estimated USD 694.5 billion in 2024. This growth is driven by interactive livestream formats and the participation of over 600 million daily viewers [1]. Platforms like Taobao and Douyin (the Chinese version of TikTok) have transformed retail by enabling real-time chats, scarcity-driven promotions, and easier access even in lower-tier and rural markets [1]. Singles Day, on November 11, has become a key event where live commerce drives massive sales volumes and brand engagement.
In contrast, the U.S. live commerce market is still in its infancy. Although it is growing, its market size and consumer base involved remain much smaller compared to China [2]. Black Friday and Cyber Monday are the main shopping events where live commerce is tested, but the cultural penetration and shopper engagement is not nearly as pervasive. The U.S. online shopping market includes about 288 million digital buyers as of 2025 [3], but only a fraction engage regularly in live commerce.
| Aspect | China | United States | |---------------------------|---------------------------------------------------|-----------------------------------------------| | Market size (live commerce sales 2024) | USD 694.5 billion | Significantly smaller, growing but limited [2] | | Consumer participation | 600+ million daily live commerce viewers [1] | Much lower viewer engagement | | Major shopping event | Singles Day drives enormous live commerce sales | Black Friday & Cyber Monday, smaller scale | | Retailer adoption | Widespread across all tiers, including lower-tier cities [1] | Limited to certain platforms and brands | | Shopping format | Highly interactive: real-time chat, dynamic offers, scarcity messaging [1] | Less interactive, more traditional livestreaming formats |
During this year's Singles Day, Alibaba's livestream app Taoboa Live generated $7.5 billion in transactions within the first 30 minutes, while more than 200 luxury brands, including Gucci for the first time, joined Tmall's Double 11 festivities [4]. In the U.S., U.S. consumers spent $35.3 billion online during the week of Thanksgiving, Black Friday, and Cyber Monday in 2022 [5].
Key differences between the two markets also include retailer strategies. In China, retailers have developed catchy slogans to promote sales, such as Alibaba's "Double 11, Low Price Everyday," JD.com's "Truly Cheap," and Pinduoduo's "Truly Low Price Every Day" [6]. In the U.S., retailers are employing traditional and new innovative tactics, such as livestream shopping, to attract shoppers leading up to Black Friday and Cyber Monday. Best Buy, for instance, partnered with TalkShopLive to host a three-part 2023 holiday livestream shopping series [7].
As the live commerce market continues to evolve, it will be interesting to see how the gap between China and the U.S. narrows or widens. One thing is certain: the future of retail is increasingly intertwined with live, interactive shopping experiences.
- [1] Coresight Research
- [2] eMarketer
- [3] Statista
- [4] Alizila
- [5] Adobe Analytics
- [6] South China Morning Post
- [7] Best Buy Press Release
Sources: - Coresight Research - eMarketer - Statista - Alizila - Adobe Analytics - South China Morning Post - Best Buy Press Release
Sports events are not traditionally significant drivers of live commerce in the United States, unlike major shopping events such as Black Friday and Cyber Monday. In contrast, China's live commerce market is dynamically growing, with sports events integrated into the live commerce landscape, potentially catalyzing a larger audience engagement.
