![]() ![]() ![]() In China, live commerce has transformed the retail industry and established itself as a major sales channel in less than five years. ![]() Live commerce combines instant purchasing of a featured product and audience participation through a chat function or reaction buttons. This article was a collective effort by Arun Arora, Daniel Glaser, Aimee Kim, Philipp Kluge, Sajal Kohli, and Natalya Sak, representing views from McKinsey Digital and the Consumer Packaged Goods, Marketing & Sales, and Retail practices.
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