while livestreaming platforms in Western countries are mostly focused on gaming and entertainment, in China livestreaming is also gaining popularity as a way of buying and selling products, fuelling the Chinese E-commerce market. According to a Chinese financial services firm Everbright Securities, the local livestreaming e-commerce market was worth around $63 billion in 2019, which equates to almost 9% of the total e-commerce sales in China the same year ($723 billion) or roughly 1% of total consumer good retail sales.