Summary

The global video commerce market was valued at US$695.01 billion in 2023. The market value is expected to reach US$3.70 trillion by 2029. 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 2024-2029.

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, rapid growth of live video streaming, 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, in April 2023, Firework announced that the company has been named a BigCommerce Technology Partner, providing tens of thousands of BigCommerce merchants access to Firework's full suite of video commerce capabilities — including short-form, shoppable video and livestream shopping. Whereas, in June, 2024, Channelize.io announced an update to the company’s video commerce capabilities: effortless Playlists Management and Floating Video Playlist Layout. Effortless Playlists Management update introduces effortless Playlists Management within the Channelize.io Dashboard. The Dashboard now has a new Playlists option in the side navigation. The Playlists option allows admins to create Live Show or Shoppable Videos Playlists by selecting the desired layout: Carousel or Floating Video. Brands can create unlimited Playlists and display them on different website pages.

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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 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
4.2.4 The US Video Commerce Market by Value
4.2.5 Canada Video Commerce Market by Value (The US, Canada, and Mexico)
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 Video Commerce Market
5.2 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 Escalating Social Commerce Market
6.1.3 Increasing Number of Internet Users
6.1.4 Increased Adoption of Video Commerce Technology by the Fashion Industry
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
6.3.7 Rapid Growth of Live Video Streaming

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

8.12 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; 2020-2023 (US$ Billion)
Figure 4: Global Video Commerce Market by Value; 2024-2029 (US$ Trillion)
Figure 5: Global Video Commerce Market by Product Category; 2023 (Percentage, %)
Figure 6: Global Video Commerce Market by Region; 2023 (Percentage, %)
Figure 7: Global Apparel Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 8: Global Apparel Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 9: Global Personal & Beauty Care Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 10: Global Personal & Beauty Care Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 11: Global Accessories Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 12: Global Accessories Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 13: Global Home Products Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 14: Global Home Products Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 15: Global Health Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 16: Global Health Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 17: Global Food & Beverages Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 18: Global Food & Beverages Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 19: Global Others Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 20: Global Others Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 21: Asia Pacific Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 22: Asia Pacific Video Commerce Market by Value; 2024-2029 (US$ Trillion)
Figure 23: Asia Pacific Video Commerce Market by Region; 2023 (Percentage, %)
Figure 24: China Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 25: China Video Commerce Market by Value; 2024-2029 (US$ Trillion)
Figure 26: Japan Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 27: Japan Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 28: South Korea Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 29: South Korea Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 30: India Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 31: India Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 32: Rest of Asia Pacific Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 33: Rest of Asia Pacific Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 34: North America Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 35: North America Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 36: North America Video Commerce Market by Region; 2023 (Percentage, %)
Figure 37: The US Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 38: The US Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 39: Canada Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 40: Canada Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 41: Mexico Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 42: Mexico Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 43: Europe Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 44: Europe Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 45: Europe Video Commerce Market by Region; 2023 (Percentage, %)
Figure 46: The UK Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 47: The UK Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 48: Germany Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 49: Germany Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 50: France Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 51: France Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 52: Italy Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 53: Italy Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 54: Spain Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 55: Spain Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 56: Rest of Europe Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 57: Rest of Europe Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 58: Rest of World Video Commerce Market by Value; 2020-2023 (US$ Billion)
Figure 59: Rest of World Video Commerce Market by Value; 2024-2029 (US$ Billion)
Figure 60: The US and China Video Commerce Penetration in E-Commerce: 2020-2027 (Percentage, %)
Figure 61: Global Social Commerce Sales; 2022-2030 (US$ Trillion)
Figure 62: Global Number of Internet Users; 2018-2024 (Billion)
Figure 63: Global Fashion E-Commerce Market Revenue; 2023-2030 (US$ Billion)
Figure 64: The US Millennials Population as a Percentage of Total Population; 2019-2023 (Percentage, %)
Figure 65: The US Livestream Purchaser by Age Group; 2023 (Percentage, %)
Figure 66: Global AR and VR Market Revenue; 2023-2029 (US$ Billion)
Figure 67: Global 5G Mobile Subscription; 2022-2029 (Billion)
Figure 68: The US Video Commerce Market Players by Popular Platform; 2023 (Percentage, %)
Figure 69: Alibaba Group Revenue by Segment; 2024 (Percentage, %)
Figure 70: Shopify Inc. Revenues by Region; 2023 (Percentage, %)
Figure 71: Amazon.com, Inc. Net Sales by Segments; 2023 (Percentage, %)
Figure 72: Alphabet Inc. Revenues by Type; 2023 (Percentage, %)
Figure 73: Wayfair Inc. Net Revenue by Segment; 2023 (Percentage, %)
Table 1 : Global Video Commerce Market Players by Categories Comparison