Livestream Retail has Legs in 2022

Livestream shopping was one of the fastest-growing market segments this year, but the industry is still in its infancy in the U.S. and will continue to grow quickly in 2022. Whether Walmart is pairing with TikTok or an influencer is using their channel to pair with a shoe company, many products are being sold over digital platforms, but it’s how the U.S. lags China and other Asian countries that is the place for optimism. Coresight research said the industry will hit $11 billion this year and could top $25 billion by 2023, but that’s only a fraction of China’s $300 billion already. Core and key to Livestream shopping are identifiable hosts, and influencers will be core to how brands will partner and pitch their products in this ever-growing sub-genre.