Live commerce: Short-video platforms are hitting the pause button on live commerce. Can it make a comeback?


From Instagram to YouTube to homegrown platforms such as ShareChat’s Moj, everyone wanted a piece of the live-commerce pie. But a prolonged funding winter and macroeconomic uncertainties have forced several short-video platforms to put live commerce on the backburner. However, experts say it may be too early to write it off.

Today’s trend ends up in tomorrow’s landfill. —David AmramThe nonagenarian musician, composer, and arranger’s words seem to be ringing true in the world of live commerce.It all began with the 2020 ban on TikTok which saw the birth of several new short-video platforms in the country. The easy-money party prompted these young players to launch new features and verticals a year later. Almost every short-video platform was talking about live

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