While livestream shopping has attracted enormous attention in the e-commerce world, whether and how it can help online sellers remains questionable. We study the effect of adopting the livestream shopping channel on seller performance. We analyze 2,851 online sellers who adopted the livestream...

The livestream shopping industry, in which consumers can purchase products directly from live video sessions, is expected to exceed $60 billion in China in 2021 and $25 billion in the US in 2023. Despite the popularity of livestream shopping, many sellers fail within just a few weeks. We...