Chinese social commerce platform Xiaohongshu will launch livestreaming features early next year, the latest in a stream of e-commerce sites that have implemented the feature as a way to better engage with consumers.
The launch, which was announced at its recent Creators’ Day conference, comes as other prominent e-commerce platforms such as Alibaba, JD.com and Mogu have launched the feature with great success. Livestreaming is part of the growing “shoppertainment” trend in China’s e-commerce industry, where platforms meld entertainment and shopping to entice shoppers to spend more time on their platform.