The Evolution and value chain decomposition of Live Streaming Shopping

In recent years, Live streaming shopping (LSS) has revolutionized e-commerce, becoming more than a marketing or distribution channel in China. The gross merchandise value (GMV) of LSS reached 20 billion CNY in China on the Double 11 shopping day, 2019 (Yang 2019). This article investigated the evolution process of such an emerging phenomenon and its business model, value chain, and its profound impact beyond marketing. By analyzing the evolution of LSS and its current status, we decompose its value chain and reveal its potential to provoke the reconstruction of supply chains in the whole industrial ecosystem, even globally. This paper provides a new perspective of analyzing the process and details of the formation of live streaming shopping, which can further guide us to understand the phenomenon, adapt to the new ecology, and improve the system of live streaming shopping.