Global Video Commerce Market
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.
世界のビデオコマース市場は、2023 年に 6,950 億 1,000 万米ドルと評価され、2029 年までに 3 兆 7,000 億米ドルに達すると予想されています。
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.
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.