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Good question. I don’t think the issue is the creator or even the audience size — it’s the **intent** people bring to the livestream.
In the West, most people join lives to *hang out*, not to *shop*. In China, people open a live already expecting to buy. That mindset shift is huge.
Also, $0.19 per viewer isn’t terrible if you see it as **top-of-funnel**, not pure sales. A lot of the real value probably comes later: retargeting, email/SMS, future drops. The problem is we judge live shopping like it should convert immediately.
My take: live commerce here only works when
* the product solves a clear, urgent problem
* the live is built around **demonstration + urgency**, not vibes
* or it’s part of a bigger system (content → live → follow-up)Without that, it stays entertainment with links — not a store.
