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a close up of a motorcycle mirror: The online retail market is one of the few sectors that has not suffered from the coronavirus pandemic, according to the Chinese Ministry of Commerce. Photo: EPA-EFE


The online retail market is one of the few sectors that has not suffered from the coronavirus pandemic, according to the Chinese Ministry of Commerce. Photo: EPA-EFE

Live-streaming to sell products is the fastest-growing internet application in China this year, with 309 million users in June – about a third of the country’s internet population – but nearly half of the shoppers who buy through these channels are unhappy with their purchases, according to a new report.

The report by government-affiliated China Netcasting Services Association (CNSA) was based on several sources, including interviews with more than 3,000 users who had watched video content online in the last half a year, surveys of industry experts and other research.

Around 15.7 per cent of users surveyed said they were convinced solely by live-streaming shows or online videos to buy goods and over half of these have spent more than 500 yuan (US$74)

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