The Role of Live Streaming in E-Commerce

Globalization and digitalization have driven brick-and-mortar (B&M) stores toward e-commerce platforms. Amidst these trends, live streaming, as one of the most advanced e-commerce technologies, has revolutionized brand-customer interactions and product demonstrations. Live stream on e-commerce platforms is rapidly expanding, enabling real-time, direct interactions between sellers and customers. This review paper examines the pivotal role of live streaming in online marketing and sales processes, analyzing its impacts on various aspects of e-commerce, including real-time customer interactions, branding strategies, pricing, and purchase decisions. By reviewing recent studies, this paper provides a comprehensive framework for understanding the unique characteristics of live streaming, such as two-way communication, Q&A capabilities, and personalized shopping experiences. Furthermore, it explores various live streaming sales models, including those driven by brands, influencers, and hybrid approaches, and examines their effects on profitability and other business outcomes. Additionally, the paper addresses the technical and social challenges associated with this technology, such as the need for robust infrastructure, content production costs, and the influence of influencers. While analyzing limitations, the paper also focuses on the future opportunities of this technology, highlighting its potential integration with technologies like artificial intelligence, augmented reality, and data mining to create more interactive and engaging shopping experiences. The findings of this study provide valuable insights for researchers and e-commerce practitioners, paving the way for the development of innovative strategies to leverage the potential of live streaming in e-commerce.

کلیدواژه ها:

Live Stream ، E-Commerce ، Interaction ، Pricing Strategies ، Purchase Decisions