Decoding China: Can Livestream Shopping Work in Europe like in Asia?

China is far ahead of Europe in terms of digital commerce, with the phenomenon of livestream shopping becoming extremely popular in Asia. Consultant Maria Madert from Madert Consulting is examining marketing trends from China and translating them for the European market in her column 'Decoding China'.

The success of livestream shopping in Asia has led to questions about whether this model can be replicated in Europe. Understanding the differences in digital commerce between China and Europe is crucial for companies looking to expand their reach and leverage social commerce effectively.