TikTok and Amazon Bet on China’s Ecommerce Model. It’s a Dud
The pandemic sent the livestream sales industry into overdrive. The Chinese government’s strict “zero Covid” policies hit the brick-and-mortar retail industry hard. Stuck at home, sales assistants and business owners started to sell online, joined by celebrities, athletes, even government officials. Asset management company CINDA Securities estimates that the livestreaming market was worth 2.84 trillion yuan ($42.3 billion) by the end of 2022. Livestreaming wasn’t just something that ecommerce companies did—social media…