Taobao Live (淘宝直播) : Alibaba's live-commerce pioneer where hosts demo products and viewers buy on air.

Launched by Alibaba in 2016, Taobao Live runs inside the Taobao app, letting shoppers order during live product demos.

Channels span beauty, fashion, fresh produce and daily goods, with viewers typing questions that hosts answer live.

Brands and high-follower livestreamers hold flash sales on the channel, a fixture of Alibaba's big shopping festivals.

International access runs through the Taobao app, but most streams are in Chinese and shopping requires a Taobao account.

How is Taobao Live different from Amazon Live?

Taobao Live is far more developed than Amazon Live. Taobao Live features professional streamers, theatrical production quality, limited-time flash sales, and deep discounts. Amazon Live is more basic product demonstration. In 2023, Taobao Live generated over $70B in GMV vs. Amazon Live's fractional share.

Can I watch Taobao Live in the US?

Yes. Taobao Live is accessible through the Taobao app which is available on US app stores. You can browse and watch live streams, but purchasing may require a Chinese payment method or international credit card with additional fees and shipping restrictions.

What is Taobao Live?

Taobao Live is the pioneering livestream e-commerce platform that started the trend. It is integrated with Alibaba's Taobao and Tmall marketplaces. Top streamers like Li Jiaqi (李佳琦) and Viya (薇娅) became household names, selling billions of RMB annually through live sessions.