The Evolution of E-Commerce: From Traditional E-Commerce to Live Streaming Sales

Business School, Sungkyunkwan University, Seoul, 03063, South Korea

^* Corresponding author: czr0106@o365.skku.edu

Abstract

In recent years, the rapid development of internet technology and social media platforms has led to significant transformations in e-commerce. Live streaming sales have gradually become a crucial sales model. This paper systematically analyzes the evolution from traditional e-commerce to live streaming sales, exploring key factors of this emerging model and its impact on consumer behavior. Through case studies, this research reveals how live streaming enhances consumers' purchase intentions and brand loyalty through real-time interaction and emotional connection. The findings indicate that while live streaming demonstrates remarkable short-term sales effectiveness, it also faces market competition, product quality, and service issues. The paper also discusses future trends in live streaming, such as integrating augmented reality (AR) and virtual reality (VR) to create more immersive shopping experiences, and data analytics for personalized marketing. Strategic recommendations are proposed to help businesses excel in a competitive market, including enhancing real-time consumer interaction, maintaining product quality, and building strong brand trust. These insights aim to provide a comprehensive understanding of the dynamic landscape of e-commerce and the pivotal role of live streaming in shaping future consumer trends.