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世界のビデオコマース市場:製品カテゴリー別(アパレル、パーソナル&ビューティーケア、アクセサリー、家庭用品、健康、食品&飲料、その他)、地域別サイズとトレンド、COVID-19の影響と2028年までの予測で分析


Global Video Commerce Market: Analysis By Product Category (Apparels, Personal & Beauty Care, Accessories, Home Product, Health, Food & Beverages, and Others), By Region Size and Trends with Impact of COVID-19 and Forecast up to 2028

2022年の世界のビデオコマース市場規模は5267億2000万米ドルでした。2028年には2兆7900億米ドルに達すると予測されています。ビデオコマース」、または「ライブビデオショッピング」、「ライブストリーミングE-co... もっと見る

 

 

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Daedal Research
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2023年5月11日 US$2,250
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2022年の世界のビデオコマース市場規模は5267億2000万米ドルでした。2028年には2兆7900億米ドルに達すると予測されています。ビデオコマース」、または「ライブビデオショッピング」、「ライブストリーミングE-com」は、ホストがライブビデオストリームを通じてリアルタイムで商品を紹介・実演し、視聴者はそのストリームから直接ホストと交流し購入することができるEコマースの一形態です。ソーシャルメディア、Eコマースプラットフォーム、モバイルアプリなど、さまざまなチャネルで利用することができる。

ビデオコマース市場の成長は、一般的に新しい技術を好み、ソーシャルプラットフォームやオンライン取引に自信を持ち、スマートフォンを旧世代よりもはるかに多く使用する若年層(Z世代以下のコホート)に支えられています。一方、ビデオコマースは急速に成長しており、Amazon、Pinduoduo、Alibaba、JD.comなどの大手Eコマースブランドは、このマーケティング戦略を活用してEコマース市場を支配しています。中国ではビデオコマースが基本的に日常生活の一部となっており、2022年には消費者の2/3以上が「ビデオコマースの放送から商品を購入した」と回答しています。同市場は、2023年から2028年の予測期間において、年平均成長率約32%で成長すると予想されています。

市場セグメンテーション分析:

製品カテゴリー別:本レポートでは、以下の製品カテゴリーに基づくビデオコマース市場分析を提供しています:アパレル、パーソナル&ビューティーケア、アクセサリー、ホームプロダクツ、ヘルス、フード&ビバレッジ、その他。アパレル分野は市場で最も高いシェアを占めており、パーソナル&ビューティーケアは予測期間中に最も成長する分野となる見込みです。アパレルは非常に視覚的な商品であり、ビデオコマースは、顧客が実際の人物に商品の見た目やフィット感を確認する方法を提供し、写真で見るよりも情報量が多く魅力的である。一方、ビデオコマースでは、お客さまの肌質や髪質などに応じて、パーソナライズされた商品を提案することができます。これにより、よりパーソナライズされたショッピング体験を実現し、顧客のロイヤリティを高めることができます。このような利点から、パーソナルケアおよびビューティーケア分野におけるビデオコマースは、今後数年間で大きく成長すると予想されます。

地域別で見る本レポートでは、アジア太平洋地域、北米、欧州、その他の地域別にビデオコマース市場について考察しています。アジア太平洋地域は、市場で最も高いシェアを占めています。中国では、ライブコマースが小売業界を変革し、5年足らずで主要な販売チャネルとしての地位を確立しました。中国のビデオコマースのリーダーシップは、電子商取引の普及率の高さにも表れています。アリババのタオバオやJD.comなど、中国の主要な電子商取引プラットフォームの多くは、ビデオ・コマースを自社のプラットフォームに統合しています。また、インドでもビデオコマースの消費者が年々増加しており、ビデオコマース市場は活況を呈しています。例えば、WATConsultは、インドにおける2020年のビデオコマース利用者は1億4600万人で、2022年末には2億1600万人に増加すると予測している。

北米では、ビデオコマース市場はまだ黎明期である。しかし、今後数年間で、市場は大きく成長することが予想されます。米国では、スマートフォンの台頭、物流・サプライチェーン管理などの技術向上、利便性の向上、決済手段の充実・利便性の向上などにより、ここ数年、ビデオコマースの普及率が高まっています。また、米国のビデオコマースの成熟度は、現在、2018年当時の中国の成熟度と同等であることが見て取れます。これは、米国市場が中国市場に対して少なくとも5~6年遅れていることを意味します。Z世代のスマートフォンの利用状況や動画の消費動向などを考慮すると、米国をはじめとする欧米市場は、中国のビデオコマースの採用曲線に追随することになると予想されます。

ヨーロッパでは、ここ数年、ビデオコマースの人気が高まっています。例えば、2020年12月にForrester社が英国、スペイン、フランス、ポーランドの12,000人以上の消費者を対象に行った独自調査によると、70%の消費者がビデオコマースに強い関心を示しています。

市場のダイナミズム

成長の原動力世界のビデオコマース市場の成長は、Eコマースにおけるビデオコマースの普及率向上、ファッション業界におけるビデオコマース技術の採用拡大、ソーシャルコマース市場の拡大、インターネットユーザーの増加、Z世代とミレニアル世代の人口の急増、他の形態のコマースに対するビデオコマースの利点など、多くの成長要因によって支えられると予測されています。Eコマースにおけるビデオコマースの普及は、世界的に見ても徐々に進んでいます。普及率が高まるということは、多くのEコマースサイトが、商品のプロモーションや顧客とのエンゲージメントに動画コンテンツを利用していることを意味します。より多くのECサイトがビデオコマースを導入することで、ビデオ制作・配信サービスの需要が高まり、ビデオコマース事業者がビジネスを拡大する新たな機会が生まれる可能性があります。

課題もある:しかし、認知度の低さ、規制上の課題など、さまざまな課題によって、市場の成長はマイナスの影響を受けるでしょう。

トレンドビデオコマースにおけるARやVRの統合の進展、モバイル5G契約の増加、AIの役割の高まり、インタラクティブビデオのトレンドの上昇、パーソナライゼーション、短編ビデオのトレンドの上昇など、さまざまな最新トレンドにより、予測期間中に市場は速いペースで成長すると予測されます。AIを搭載したチャットボットは、リアルタイムで質問に答え、問題を解決することで、顧客サービスやサポートを提供するのに役立ちます。これにより、顧客満足度を向上させ、カスタマーサービスチームの作業負担を軽減することができます。さらに、AIは、企業が顧客のデータや行動を分析し、ニーズや好みをより深く理解するのに役立ちます。これにより、商品開発やマーケティング戦略に反映させることができ、売上や顧客ロイヤリティの向上につなげることができます。

COVID-19の影響分析および今後の方向性:

COVID-19のパンデミックは、ビデオコマース市場に大きな影響を与えた。実店舗の閉鎖を余儀なくされたため、企業はオンラインでの商品販売に迅速に対応する必要があり、ビデオコマースは視覚的に魅力的な方法で商品を紹介する方法として、ますます人気を集めるようになりました。また、パンデミックは、消費者が売り手とリアルタイムで交流し、商品について質問できるライブストリーミング・ビデオコマースの普及を加速させました。COVID-19後のビデオコマース市場への影響は、継続的な成長、持続可能性と倫理的実践の重視、ARやVRなどの新興技術の統合によって形成されると思われます。

競合他社の状況

世界のビデオコマース市場は、集中しています。大きく分けて、ビデオコマースのプレーヤーは、ソーシャルメディアプラットフォーム、Eコマースプラットフォーム、専用技術プロバイダーの3つに分類されます。Facebook、Instagram、TikTok、YouTubeなどのプラットフォームは、すべてビデオコマースの機能をサポートしています。ソーシャルメディア・プラットフォームで番組を放送する主な利点は、ブランド・ドット・コムのネイティブ・サイトよりもトラフィックがかなり高いということです。

世界のビデオコマース市場の主なプレーヤーは以下の通りです:

アリババ・グループ(タオバオ)
Shopify社(Shopify Inc.
アマゾン・ドット・コム社(Amazon Live)
Alphabet Inc.(ユーチューブ)
ウェイフェア・インク(Wayfair Inc.
バンブーサー
チャネライズ.io
Firework
LiSA
バイウィズ
ショップショップ
LiveScale(ライブスケール

市場の主要プレイヤーの戦略には、新規参入、M&A、協業などがあります。TikTokは、アプリ内課金を可能にするTikTok Shopを米国で開始した。TikTokは、基盤技術を提供しストリームをサポートするTalkShopLiveとのコラボレーションでこれを実現しました。TikTok Shopは最近、米国でBambuserとの提携も発表しています。一方、2022年8月と2023年3月をもって、MetaはそれぞれFacebookとInstagramでのライブストリーミングサービスを継続しなくなります。これらの発表は、Metaがソーシャルメディアプラットフォームでのリールに注力することを決定した一環である。さらに、2023年には、GoogleのYouTubeが、同社の動画共有プラットフォームに新しいジェネレーティブAI機能を組み込むと発表しました。


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目次

1. Executive Summary

2. Introduction

2.1 Video Commerce: An Overview
2.1.1 Introduction to Video Commerce
2.1.2 Benefits of Video Commerce

2.2 Video Commerce Segmentation: An Overview
2.2.1 Video Commerce Segmentation

3. Global Market Analysis

3.1 Global Video Commerce Market: An Analysis

3.1.1 Global Video Commerce Market: An Overview
3.1.2 Global Video Commerce Market by Value
3.1.3 Global Video Commerce Market by Product Category (Apparel, Personal & Beauty Care, Accessories, Home Products, Health, Food & Beverages, and Others)
3.1.4 Global Video Commerce Market by Region (Asia Pacific, North America, Europe, and Rest of the World)

3.2 Global Video Commerce Market: Product Category Analysis

3.2.1 Global Video Commerce Market by Product Category: An Overview
3.2.2 Global Apparel Video Commerce Market by Value
3.2.3 Global Personal & Beauty Care Video Commerce Market by Value
3.2.4 Global Accessories Video Commerce Market by Value
3.2.5 Global Home Products Video Commerce Market by Value
3.2.6 Global Health Video Commerce Market by Value
3.2.7 Global Food & Beverages Video Commerce Market by Value
3.2.8 Global Others Video Commerce Market by Value

4. Regional Market Analysis

4.1 Asia Pacific Video Commerce Market: An Analysis

4.1.1 Asia Pacific Video Commerce Market: An Overview
4.1.2 Asia Pacific Video Commerce Market by Value
4.1.3 Asia Pacific Video Commerce Market by Region (China, Japan, South Korea, India, and Rest of the Asia Pacific)
4.1.4 China Video Commerce Market by Value
4.1.5 Japan Video Commerce Market by Value
4.1.6 South Korea Video Commerce Market by Value
4.1.7 India Video Commerce Market by Value
4.1.8 Rest of Asia Pacific Video Commerce Market by Value

4.2 North America Video Commerce Market: An Analysis

4.2.1 North America Video Commerce Market: An Overview
4.2.2 North America Video Commerce Market by Value
4.2.3 North America Video Commerce Market by Region (the US, Canada, and Mexico)
4.2.4 The US Video Commerce Market by Value
4.2.5 Canada Video Commerce Market by Value
4.2.6 Mexico Video Commerce Market by Value

4.3 Europe Video Commerce Market: An Analysis

4.3.1 Europe Video Commerce Market: An Overview
4.3.2 Europe Video Commerce Market by Value
4.3.3 Europe Video Commerce Market by Region (The UK, Germany, France, Italy, Spain, and Rest of the Europe)
4.3.4 The UK Video Commerce Market by Value
4.3.5 Germany Video Commerce Market by Value
4.3.6 France Video Commerce Market by Value
4.3.7 Italy Video Commerce Market by Value
4.3.8 Spain Video Commerce Market by Value
4.3.9 Rest of Europe Video Commerce Market by Value

4.4 Rest of World Video Commerce Market: An Analysis

4.4.1 Rest of World Video Commerce Market: An Overview
4.4.2 Rest of World Video Commerce Market by Value

5. Impact of COVID-19

5.1 Impact of COVID-19 on Global Social Commerce Market
5.2 Impact of COVID-19 on Global Video Commerce Market
5.3 Post COVID-19 Impact on Global Video Commerce Market

6. Market Dynamics

6.1 Growth Drivers
6.1.1 Increasing Video Commerce Penetration in E-Commerce
6.1.2 Increased Adoption of Video Commerce Technology by the Fashion Industry
6.1.3 Escalating Social Commerce Market
6.1.4 Increasing Number of Internet Users
6.1.5 Surging Gen Z and Millennial Population
6.1.6 Advantages of Video Commerce Over Other Form of Commerce

6.2 Challenges
6.2.1 Lack of Awareness
6.2.2 Regulatory Challenge
6.2.3 Slower-Than-Expected Technology Adoption

6.3 Market Trends
6.3.1 Growing Integration of AR and VR in Video Commerce
6.3.2 Increase in Mobile 5G Subscriptions
6.3.3 Increasing Trend of Short-Form Videos
6.3.4 Escalating Role of AI
6.3.5 Rising Trend of Interactive Videos
6.3.6 Personalization

7. Competitive Landscape

7.1 Global Video Commerce Market Players by Categories Comparison
7.2 The US Video Commerce Market Players by Popular Platform

8. Company Profiles

8.1 Alibaba Group (Taobao)
8.1.1 Business Overview
8.1.2 Operating Segments
8.1.3 Business Strategy

8.2 Shopify Inc.
8.2.1 Business Overview
8.2.2 Operating Regions
8.2.3 Business Strategy

8.3 Amazon.com, Inc. (Amazon Live)
8.3.1 Business Overview
8.3.2 Operating Segments
8.3.3 Business Strategy

8.4 Alphabet Inc. (Youtube)
8.4.1 Business Overview
8.4.2 Operating Segment
8.4.3 Business Strategy

8.5 Wayfair Inc.
8.5.1 Business Overview
8.5.2 Operating Segments
8.5.3 Business Strategy

8.6 Bambuser
8.6.1 Business Overview
8.6.2 Business Strategy

8.7 Channelize.io
8.7.1 Business Overview
8.7.2 Business Strategy

8.8 Firework
8.8.1 Business Overview
8.8.2 Business Strategy

8.9 LiSA
8.9.1 Business Overview
8.9.2 Business Strategy

8.10 BuyWith
8.10.1 Business Overview
8.10.2 Business Strategy

8.11 ShopShops
8.11.1 Business Overview
8.11.2 Business Strategy

8.12 LiveScale
8.12.1 Business Overview

List of Figures

Figure 1: Benefits of Video Commerce
Figure 2: Video Commerce Segmentation by Product Categories
Figure 3: Global Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 4: Global Video Commerce Market by Value; 2023-2028 (US$ Trillion)
Figure 5: Global Video Commerce Market by Product Category; 2022 (Percentage, %)
Figure 6: Global Video Commerce Market by Region; 2022 (Percentage, %)
Figure 7: Global Apparel Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 8: Global Apparel Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 9: Global Personal & Beauty Care Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 10: Global Personal & Beauty Care Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 11: Global Accessories Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 12: Global Accessories Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 13: Global Home Products Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 14: Global Home Products Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 15: Global Health Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 16: Global Health Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 17: Global Food & Beverages Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 18: Global Food & Beverages Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 19: Global Others Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 20: Global Others Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 21: Asia Pacific Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 22: Asia Pacific Video Commerce Market by Value; 2023-2028 (US$ Trillion)
Figure 23: Asia Pacific Video Commerce Market by Region; 2022 (Percentage, %)
Figure 24: China Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 25: China Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 26: Japan Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 27: Japan Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 28: South Korea Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 29: South Korea Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 30: India Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 31: India Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 32: Rest of Asia Pacific Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 33: Rest of Asia Pacific Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 34: North America Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 35: North America Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 36: North America Video Commerce Market by Region; 2022 (Percentage, %)
Figure 37: The US Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 38: The US Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 39: Canada Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 40: Canada Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 41: Mexico Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 42: Mexico Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 43: Europe Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 44: Europe Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 45: Europe Video Commerce Market by Region; 2022 (Percentage, %)
Figure 46: The UK Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 47: The UK Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 48: Germany Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 49: Germany Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 50: France Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 51: France Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 52: Italy Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 53: Italy Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 54: Spain Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 55: Spain Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 56: Rest of Europe Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 57: Rest of Europe Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 58: Rest of World Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 59: Rest of World Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 60: Global Monthly Online Shopping Activity; January 2020- June 2020 (Percentage, %)
Figure 61: The US and China Video Commerce Penetration in E-Commerce: 2020-2027 (Percentage, %)
Figure 62: Global Fashion E-Commerce Market Revenue; 2021-2025 (US$ Billion)
Figure 63: Global Social Commerce Sales; 2022-2026 (US$ Trillion)
Figure 64: Global Number of Internet Users; 2018-2023 (Billion)
Figure 65: The US Population by Age Group; 2020-2022 (Million)
Figure 66: Interest in Video E-commerce in the US, by Age Group; 2022 (Percentage, %)
Figure 67: Global AR, VR Market Revenue; 2023-2027 (US$ Billion)
Figure 68: Global 5G Smartphone Subscriptions; 2022-2028 (Billion)
Figure 69: The US Video Commerce Market Players by Popular Platform; 2022 (Percentage, %)
Figure 70: Alibaba Group Revenue by Segment; 2022 (Percentage, %)
Figure 71: Shopify Inc. Revenues by Region; 2022 (Percentage, %)
Figure 72: Amazon.com, Inc. Net Sales by Segments; 2022 (Percentage, %)
Figure 73: Alphabet Inc. Revenues by Type; 2022 (Percentage, %)
Figure 74: Wayfair Inc. Net Revenue by Segment; 2022 (Percentage, %)
Table 1: Global Video Commerce Market Players by Categories Comparison

 

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Summary

The global video commerce market was valued at US$526.72 billion in 2022. The market value is expected to reach US$2.79 trillion by 2028. Video Commerce”, or “Live Video Shopping” or “Live Streaming E-com”, is a form of e-commerce where a host showcases and demonstrates products in real-time through a live video stream, and viewers can interact with the host and make purchases directly from the stream. It can be used across various channels, including social media, e-commerce platforms, and mobile apps.

The growth of the video commerce market is underpinned by young adults (Gen Z and younger cohorts), which generally favor new technologies, have more confidence in social platforms and online transactions, and use their smartphones to a far greater extent than older generations. On the other hand, video e-commerce is rapidly growing, with big e-commerce brands like Amazon, Pinduoduo, Alibaba, and JD.com taking advantage of this marketing strategy to dominate the e-commerce market. Video commerce has essentially become part of daily life in China, where more than two-third of consumers said that they bought products from a Video Commerce broadcast in 2022. The market is expected to grow at a CAGR of approx. 32% during the forecasted period of 2023-2028.

Market Segmentation Analysis:

By Product Category: The report provides the video commerce market analysis based on following product categories: Apparel, Personal & Beauty Care, Accessories, Home Products, Health, Food & Beverages, and Others. The apparel segment held the highest share in the market, whereas personal & beauty care is expected to be the fastest-growing segment in the forecasted period. Apparel is a highly visual product, and video commerce provides a way for customers to see how the product looks and fits a real person, which can be more informative and engaging than just seeing a photo. On the other hand, video commerce can be used to provide personalized recommendations for products based on a customer's skin type, hair type, or other characteristics. This can help to create a more personalized shopping experience and increase customer loyalty. Thus, owing to these benefits, video commerce in the personal and beauty care segment is expected to grow significantly in the coming years.

By Region: The report provides insight into the video commerce market based on the regions, namely, Asia Pacific, North America, Europe, and the Rest of the World. Asia Pacifc held the highest share of the market. In China, live commerce has transformed the retail industry and established itself as a major sales channel in less than five years. China’s video commerce leadership is also manifested in much higher e-commerce penetration rates. Many of the major e-commerce platforms in China, such as Alibaba's Taobao and JD.com, have integrated video commerce into their platforms. The video commerce market has also been flourishing in India as the number of video commerce consumers are increasing in India over the years. For instance, WATConsult reported 146 million video commerce users in 2020 in India, a number expected to grow to 216 million by the end of 2022.

In North America, the video commerce market is still in its infancy. But in the coming years, the market is expected to grow significantly. In the US, the penetration rate of video commerce is increasing in the past few years owing to the rise of smartphones, improved technology (e.g., logistics and supply chain management), convenience, and better and more convenient payment options. It can also be seen that the maturity level of the US video commerce is currently equivalent to where China was back in 2018. This means that the US market is lagging the Chinese market by at least five to six years. It is expected that the US and other Western markets are bound to follow the Chinese adoption curve of video commerce considering Gen Z smartphone usage and video consumption trends, to give some examples.

In Europe, the popularity of video commerce has increased in the past few years. For instance, according to an independent study conducted by Forrester in December 2020, which surveyed over 12,000 consumers in the UK, Spain, France, and Poland, 70% of consumers showed a keen interest in video commerce.

Market Dynamics:

Growth Drivers: The global video commerce market growth is predicted to be supported by numerous growth drivers such as increasing video commerce penetration in e-commerce, increased adoption of video commerce technology by the fashion industry, escalating social commerce market, an increasing number of internet users, surging gen Z and millennial population, advantages of video commerce over other forms of commerce, and many other factors. The penetration of video commerce in e-commerce is increasing gradually around the world. An increasing penetration rate means that a large number of e-commerce websites are using video content to promote their products and engage with customers. As more e-commerce retailers adopt video commerce, it can lead to increased demand for video production and distribution services, and create new opportunities for video commerce companies to expand their business.

Challenges: However, the market growth would be negatively impacted by various challenges such as lack of awareness, regulatory challenges, etc.

Trends: The market is projected to grow at a fast pace during the forecast period, due to various latest trends such as the growing integration of AR and VR in video commerce, an increase in mobile 5G subscriptions, escalating role of AI, rising trend of interactive videos, personalization, increasing trend of short-form videos, etc. AI-powered chatbots can help to provide customer service and support by answering questions and resolving issues in real-time. This can improve customer satisfaction and reduce the workload of customer service teams. Furthermore, AI can help businesses to analyze customer data and behavior to better understand their needs and preferences. This can inform product development and marketing strategies, leading to increased sales and customer loyalty.

Impact Analysis of COVID-19 and Way Forward:

The COVID-19 pandemic had a significant impact on the video commerce market. As physical stores were forced to close, businesses had to quickly adapt to selling their products online, and video commerce became an increasingly popular way to showcase products in a visually engaging way. The pandemic also accelerated the adoption of live-streaming video commerce, where consumers can interact with sellers in real time and ask questions about products. The post-COVID-19 impact on the video commerce market is likely to be shaped by continued growth, greater emphasis on sustainability and ethical practices, and the integration of emerging technologies such as AR and VR.

Competitive Landscape:

The global video commerce market is concentrated. Broadly, there are three categories of Video Commerce players: social media platforms, e-commerce platforms and dedicated technology providers. Platforms like Facebook, Instagram, TikTok and YouTube all support Video Commerce capabilities. The main advantage of broadcasting a show on a social media platform is that traffic is considerably higher than on a native brand.com site.

The key players in the global video commerce market are:

Alibaba Group (Taobao)
Shopify Inc.
Amazon.com, Inc. (Amazon Live)
Alphabet Inc. (Youtube)
Wayfair Inc.
Bambuser
Channelize.io
Firework
LiSA
BuyWith
ShopShops
LiveScale

Some of the strategies among key players in the market are new launch, mergers, acquisitions, and collaborations. TikTok has launched TikTok Shop in the US, which enables in-app purchases. TikTok did this in collaboration with TalkShopLive, which provides the underlying tech and supports the streams. TikTok Shop also announced a partnership recently with Bambuser in the US. On the other hand, as of August 2022, and March 2023, Meta would no longer continue with their live streaming services on Facebook and Instagram, respectively. These announcements come as part of Meta’s decision to focus on reels on the social media platforms. Moreover, in 2023, Google's YouTube announced that the company would incorporate new generative AI features into the company’s video-sharing platform, as the internet giant hastens to keep up with artificial intelligence rivals such as OpenAI Inc. and Microsoft Corp.



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Table of Contents

1. Executive Summary

2. Introduction

2.1 Video Commerce: An Overview
2.1.1 Introduction to Video Commerce
2.1.2 Benefits of Video Commerce

2.2 Video Commerce Segmentation: An Overview
2.2.1 Video Commerce Segmentation

3. Global Market Analysis

3.1 Global Video Commerce Market: An Analysis

3.1.1 Global Video Commerce Market: An Overview
3.1.2 Global Video Commerce Market by Value
3.1.3 Global Video Commerce Market by Product Category (Apparel, Personal & Beauty Care, Accessories, Home Products, Health, Food & Beverages, and Others)
3.1.4 Global Video Commerce Market by Region (Asia Pacific, North America, Europe, and Rest of the World)

3.2 Global Video Commerce Market: Product Category Analysis

3.2.1 Global Video Commerce Market by Product Category: An Overview
3.2.2 Global Apparel Video Commerce Market by Value
3.2.3 Global Personal & Beauty Care Video Commerce Market by Value
3.2.4 Global Accessories Video Commerce Market by Value
3.2.5 Global Home Products Video Commerce Market by Value
3.2.6 Global Health Video Commerce Market by Value
3.2.7 Global Food & Beverages Video Commerce Market by Value
3.2.8 Global Others Video Commerce Market by Value

4. Regional Market Analysis

4.1 Asia Pacific Video Commerce Market: An Analysis

4.1.1 Asia Pacific Video Commerce Market: An Overview
4.1.2 Asia Pacific Video Commerce Market by Value
4.1.3 Asia Pacific Video Commerce Market by Region (China, Japan, South Korea, India, and Rest of the Asia Pacific)
4.1.4 China Video Commerce Market by Value
4.1.5 Japan Video Commerce Market by Value
4.1.6 South Korea Video Commerce Market by Value
4.1.7 India Video Commerce Market by Value
4.1.8 Rest of Asia Pacific Video Commerce Market by Value

4.2 North America Video Commerce Market: An Analysis

4.2.1 North America Video Commerce Market: An Overview
4.2.2 North America Video Commerce Market by Value
4.2.3 North America Video Commerce Market by Region (the US, Canada, and Mexico)
4.2.4 The US Video Commerce Market by Value
4.2.5 Canada Video Commerce Market by Value
4.2.6 Mexico Video Commerce Market by Value

4.3 Europe Video Commerce Market: An Analysis

4.3.1 Europe Video Commerce Market: An Overview
4.3.2 Europe Video Commerce Market by Value
4.3.3 Europe Video Commerce Market by Region (The UK, Germany, France, Italy, Spain, and Rest of the Europe)
4.3.4 The UK Video Commerce Market by Value
4.3.5 Germany Video Commerce Market by Value
4.3.6 France Video Commerce Market by Value
4.3.7 Italy Video Commerce Market by Value
4.3.8 Spain Video Commerce Market by Value
4.3.9 Rest of Europe Video Commerce Market by Value

4.4 Rest of World Video Commerce Market: An Analysis

4.4.1 Rest of World Video Commerce Market: An Overview
4.4.2 Rest of World Video Commerce Market by Value

5. Impact of COVID-19

5.1 Impact of COVID-19 on Global Social Commerce Market
5.2 Impact of COVID-19 on Global Video Commerce Market
5.3 Post COVID-19 Impact on Global Video Commerce Market

6. Market Dynamics

6.1 Growth Drivers
6.1.1 Increasing Video Commerce Penetration in E-Commerce
6.1.2 Increased Adoption of Video Commerce Technology by the Fashion Industry
6.1.3 Escalating Social Commerce Market
6.1.4 Increasing Number of Internet Users
6.1.5 Surging Gen Z and Millennial Population
6.1.6 Advantages of Video Commerce Over Other Form of Commerce

6.2 Challenges
6.2.1 Lack of Awareness
6.2.2 Regulatory Challenge
6.2.3 Slower-Than-Expected Technology Adoption

6.3 Market Trends
6.3.1 Growing Integration of AR and VR in Video Commerce
6.3.2 Increase in Mobile 5G Subscriptions
6.3.3 Increasing Trend of Short-Form Videos
6.3.4 Escalating Role of AI
6.3.5 Rising Trend of Interactive Videos
6.3.6 Personalization

7. Competitive Landscape

7.1 Global Video Commerce Market Players by Categories Comparison
7.2 The US Video Commerce Market Players by Popular Platform

8. Company Profiles

8.1 Alibaba Group (Taobao)
8.1.1 Business Overview
8.1.2 Operating Segments
8.1.3 Business Strategy

8.2 Shopify Inc.
8.2.1 Business Overview
8.2.2 Operating Regions
8.2.3 Business Strategy

8.3 Amazon.com, Inc. (Amazon Live)
8.3.1 Business Overview
8.3.2 Operating Segments
8.3.3 Business Strategy

8.4 Alphabet Inc. (Youtube)
8.4.1 Business Overview
8.4.2 Operating Segment
8.4.3 Business Strategy

8.5 Wayfair Inc.
8.5.1 Business Overview
8.5.2 Operating Segments
8.5.3 Business Strategy

8.6 Bambuser
8.6.1 Business Overview
8.6.2 Business Strategy

8.7 Channelize.io
8.7.1 Business Overview
8.7.2 Business Strategy

8.8 Firework
8.8.1 Business Overview
8.8.2 Business Strategy

8.9 LiSA
8.9.1 Business Overview
8.9.2 Business Strategy

8.10 BuyWith
8.10.1 Business Overview
8.10.2 Business Strategy

8.11 ShopShops
8.11.1 Business Overview
8.11.2 Business Strategy

8.12 LiveScale
8.12.1 Business Overview

List of Figures

Figure 1: Benefits of Video Commerce
Figure 2: Video Commerce Segmentation by Product Categories
Figure 3: Global Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 4: Global Video Commerce Market by Value; 2023-2028 (US$ Trillion)
Figure 5: Global Video Commerce Market by Product Category; 2022 (Percentage, %)
Figure 6: Global Video Commerce Market by Region; 2022 (Percentage, %)
Figure 7: Global Apparel Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 8: Global Apparel Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 9: Global Personal & Beauty Care Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 10: Global Personal & Beauty Care Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 11: Global Accessories Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 12: Global Accessories Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 13: Global Home Products Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 14: Global Home Products Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 15: Global Health Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 16: Global Health Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 17: Global Food & Beverages Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 18: Global Food & Beverages Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 19: Global Others Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 20: Global Others Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 21: Asia Pacific Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 22: Asia Pacific Video Commerce Market by Value; 2023-2028 (US$ Trillion)
Figure 23: Asia Pacific Video Commerce Market by Region; 2022 (Percentage, %)
Figure 24: China Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 25: China Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 26: Japan Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 27: Japan Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 28: South Korea Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 29: South Korea Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 30: India Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 31: India Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 32: Rest of Asia Pacific Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 33: Rest of Asia Pacific Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 34: North America Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 35: North America Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 36: North America Video Commerce Market by Region; 2022 (Percentage, %)
Figure 37: The US Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 38: The US Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 39: Canada Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 40: Canada Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 41: Mexico Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 42: Mexico Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 43: Europe Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 44: Europe Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 45: Europe Video Commerce Market by Region; 2022 (Percentage, %)
Figure 46: The UK Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 47: The UK Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 48: Germany Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 49: Germany Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 50: France Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 51: France Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 52: Italy Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 53: Italy Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 54: Spain Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 55: Spain Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 56: Rest of Europe Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 57: Rest of Europe Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 58: Rest of World Video Commerce Market by Value; 2020-2022 (US$ Billion)
Figure 59: Rest of World Video Commerce Market by Value; 2023-2028 (US$ Billion)
Figure 60: Global Monthly Online Shopping Activity; January 2020- June 2020 (Percentage, %)
Figure 61: The US and China Video Commerce Penetration in E-Commerce: 2020-2027 (Percentage, %)
Figure 62: Global Fashion E-Commerce Market Revenue; 2021-2025 (US$ Billion)
Figure 63: Global Social Commerce Sales; 2022-2026 (US$ Trillion)
Figure 64: Global Number of Internet Users; 2018-2023 (Billion)
Figure 65: The US Population by Age Group; 2020-2022 (Million)
Figure 66: Interest in Video E-commerce in the US, by Age Group; 2022 (Percentage, %)
Figure 67: Global AR, VR Market Revenue; 2023-2027 (US$ Billion)
Figure 68: Global 5G Smartphone Subscriptions; 2022-2028 (Billion)
Figure 69: The US Video Commerce Market Players by Popular Platform; 2022 (Percentage, %)
Figure 70: Alibaba Group Revenue by Segment; 2022 (Percentage, %)
Figure 71: Shopify Inc. Revenues by Region; 2022 (Percentage, %)
Figure 72: Amazon.com, Inc. Net Sales by Segments; 2022 (Percentage, %)
Figure 73: Alphabet Inc. Revenues by Type; 2022 (Percentage, %)
Figure 74: Wayfair Inc. Net Revenue by Segment; 2022 (Percentage, %)
Table 1: Global Video Commerce Market Players by Categories Comparison

 

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