Taobao Live (淘宝直播) : China's original livestream e-commerce platform with superstar streamers.

Launched in 2016, Taobao Live pioneered China's "show and sell" livestream e-commerce format that reshaped retail. It produced the nation's first superstar livestreamers—Li Jiaqi and Viya—who rivaled large retail chains in single-session sales. Unlike Douyin Live where entertainment drives commerce, Taobao Live is commerce-first: viewers arrive with explicit shopping intent.

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?

It does. 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.