IPG Mediabrands Commerce Forms Live Commerce Partnership

IPG Mediabrands Commerce has announced a new strategic partnership with Stickler, a Live Commerce enablement technology provider, to deliver a tailored ‘Live Commerce as a Service’ solution for brands across 15 Asia-Pacific countries.

While slow to take off in the US and Europe, Live Commerce has been a runaway success in China, where it will account for a staggering 19.2% of all retail e-commerce sales in 2023.

The format allows customers to shop for products and services while watching a live video stream, usually via a social media platform such as WeChat or Douyin (TikTok) or an e-commerce platform like Alibaba’s Tmall or JD.com.

Live Commerce has popularized micro-influencers, people with a small but engaged following often considered to be more authentic and relatable than traditional celebrities.

Predictions from Insider Intelligence suggest the Chinese market will grow from $562.62bn in 2023 to $843.93bn by 2025, and in Southeast Asia live-streaming commerce sales have already risen from $1bn in 2019 to $13bn in 2022, outlining both the scale and speed of this growing opportunity for brands.

IPG Mediabrands Commerce’s new partnership with Stickler will enable brands throughout the Asia Pacific region to tap into this complex but exciting industry with a trusted partner.

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