By Qi Yunlan, Institute of Market Economy, DRC

Research Report, No.44, 2021 (Total 6109) 2021-3-11

Abstract: In recent years, China’s live e-commerce has witnessed a boom, with its contents being enriched and a new pattern formed. Live e-commerce has played a helpful role in unleashing the country’s consumption potential, creating jobs and start-ups, empowering traditional industries in transformation and upgrading, and assisting rural areas in poverty alleviation and revival. But live e-commerce is also plagued by unlawful operation, misuse of its market dominance and other problems, and undermined by absence of relevant laws and regulations, inadequate self-discipline, insufficient number of professionals and weak infrastructure. Thus it is necessary to guide live e-commerce operators in compliance with the laws and regulations, reinforce self-discipline with policies and examples, improve related laws and regulations, build a more solid institutional basis for live e-commerce development, create a fair-play environment for entities, encourage training of professionals for live e-commerce, and improve technologies and infrastructure, in a bid to empower this industry with creativity and sustainability.

Keywords: live e-commerce, sound development, effective governance, policy options