Opinion: Live shopping isn’t the next big disruptor in US retail

Live shopping, a popular trend in China, has been touted as the next big disruptor in the US retail industry. However, despite significant investments from tech giants and retailers, live shopping has not yet taken off in the US as expected. There are several reasons for this slow adoption, which I will explain below.

Firstly, the success of live shopping in China is deeply rooted in its unique cultural and social context. Chinese consumers are more accustomed to engaging with influencers and celebrities through livestreams, and the integration of e-commerce into these platforms has been seamless. In contrast, US consumers have not yet fully embraced this form of shopping, as their online shopping habits are more focused on convenience and efficiency rather than ‘live’ entertainment and engagement.

Secondly, the efforts of tech giants like Meta (formerly Facebook) and Amazon to promote live shopping have not yielded the desired results. For…