Did you know livestreaming is the number one e-commerce sales strategy in China? It’s a marketing strategy that has transformed e-commerce and media consumption, blending entertainment, instant purchasing, and social interaction.
At this year’s China Seafood and Fisheries Expo (CFSE) and the China International Import Expo (CIIE), Austrade supported Australian business to showcase their products to millions of viewers online with the help of key opinion leaders.
‘Most Australians don’t fully understand the Chinese livestreaming economy. It’s hard to grapple with how big it is,’ says James Clarke, a recognised key opinion leader.
In China, key opinion leaders like James have a significant following on popular social media platforms including Douyin and Little Red Book. Their livestreams can attract millions of viewers and offer an opportunity for influencers to drive sales by interacting directly with a virtual customer base.
An interactive experience
Livestreaming in China differs significantly from popular social media platforms in Australia like YouTube or Instagram. Wen promoting a product, it’s necessary to drive engagement with viewers.
‘Chinese social media is very sophisticated, and the algorithms are complex,’ says Clarke. ‘It’s very interactive and you must be prepared to jump all over the place. The audience will ask lots of questions and make interruptions.’
Austrade first facilitated a livestreaming booth at the 2024 CIIE Pavilion, where 80 companies reached 320,000 viewers. Building on this initial success, Austrade engaged 4 key opinion leaders (KOLs) with significant local followings, including Clarke and Scarlett Yang, at the 2025 CIIE.
Key opinion leader James Clarke uses livestreaming to showcase a lobster at the China Seafood and Fisheries Expo.
Livestreaming leads to real-time sales
Across CFSE and CIIE, over 180 Australian businesses engaged in livestreaming with established KOLs like Clarke.
‘Having our products and branding showcased across this medium certainly achieved online connections outside the trade event interest,’ says Andrew Ferguson, Managing Director of Ferguson Australia.
Another exporter, Richard Dolan, Director of Sales and Marketing at Bec Hardy Wines, notes that livestreaming ‘sells by creating emotional connection and convincing people they need products they didn’t know existed. They enter the consumer’s home and influence behaviour there.’
Engagement leads to real sales, as often links to the business website are displayed onscreen during the livestream. In the first week after CIIE, the sales attributed to livestreaming reached $12.6 million, a number that is only expected to grow.
An essential marketing strategy in China
The ability to livestream empowers businesses to expand their potential consumer base. Some brands at the Australian Pavilion leveraged the Team Australia banner to run their own livestreams to promote and sell products, setting the pace and engagement style that suits their brand.
‘In China, livestreaming is where attention, trust-building, and purchasing all happen at once,’ says Clarke. ‘If you’re not there, you’re invisible to the fastest-moving part of the market. For consumer-facing brands wanting to grow in China, it’s no longer optional; it’s essential.’
Although the potential for growth is tempting, experienced KOLs such as Clarke advise businesses looking to explore livestreaming as an e-commerce strategy to partner with a reputable media agency and engage professionals.
If you are interested in exploring e-commerce growth strategies, contact Austrade’s team in China.
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