There may be no other market in the world where commerce and entertainment are more integrated than in China. For one, the country is leading the world in using livestreaming to engage consumers on e-commerce platforms, where influencers leverage the medium to bring products to life when they might otherwise remain static on a webpage. Here’s proof that it’s working: Alibaba’s Taobao Marketplace generated more than 100 billion RMB ($15.1 billion) in gross merchandise volume (GMV) through livestreaming sessions in 2018, an increase of almost 400% year-on-year.

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