Livestreaming shopping a new black spot in e-commerce, China’s consumer rights watchdog says

The China Consumers Association received a total of 66,798 complaints sent by online shoppers during the Labour Day holiday. Livestreamed retail initiatives during that holiday recorded nearly US$20mil in sales. — SCMP

China’s e-commerce landscape has been reinvigorated by livestreaming, a trend that enables a growing army of small online merchants to sell everything from lipsticks and farm produce to smartphones and flats.

Trouble is brewing, however, for livestreamed campaigns after the country’s consumer rights watchdog received a surge of complaints about product quality, fake deliveries and lack of after-sales service during the recent Labour Day holiday.