Welcome to Francis Academic Press

Academic Journal of Business & Management, 2023, 5(14); doi: 10.25236/AJBM.2023.051420.

Research on the Live Streaming Operation Mode of China Cross-Border E-Commerce Platforms—Taking the Southeast Asia Market as an Example


Zou Qi

Corresponding Author:
Zou Qi

Qiancheng Street, Ganjingzi District, Dalian, China


The digital economy has penetrated people's lifestyles and all areas of the market. E-commerce platforms as a new model, new business model and new technology are flourishing. Live e-commerce is an emerging industry of e-commerce. It breaks the limitation of time and space and can be realized in the platform to show and communicate anywhere and anytime. This study examines the current status and trends of e-commerce industry development in China and Southeast Asia. Two cross-border e-commerce platforms, TikTok and Shopee, are selected as case studies for this study. The case studies are used to explore the successful model of e-commerce platforms to achieve live operation on multinational e-commerce platforms. To better understand the localization of Southeast Asian market, the article uses PEST analysis and SWOT analysis. This analysis can combine the current situation of Southeast Asian market and better analyze the applicability of China's live e-commerce system applied to multiple countries in Southeast Asia. This study expects to inject new vitality into the economic and trade cooperation between China and Southeast Asia in the future. Let China and various Southeast Asian countries achieve multi-win situation in multiple fields and levels.


Digital economy; E-commerce; Live operation

Cite This Paper

Zou Qi. Research on the Live Streaming Operation Mode of China Cross-Border E-Commerce Platforms—Taking the Southeast Asia Market as an Example. Academic Journal of Business & Management (2023) Vol. 5, Issue 14: 117-125. https://doi.org/10.25236/AJBM.2023.051420.


[1] Alexandros Moukas, Sierra, C., & Fredrik Ygge. (2000). Agent mediated electronic commerce II : towards next-generation agent-based electronic commerce systems. springer.

[2] Schneider, G.P.(2017).Electronic commerce (12th ed.). Cengage Learning.World Bank Group. (2019). The Digital Economy in Southeast Asia.

[3] The 50th Statistical Report on China's Internet Development was released_ Rolling news_ China government website.(n.d.). www.gov.cn. http://www.gov.cn/xinwen/2022-09/01/content_5707695.htm

[4] Google, Temasek and Bain jointly released the Report on the Digital Economy of Southeast Asia in 2022 - Riding the Wind and the Waves, Going to the Sea of Opportunities Opportunities_ Tencent News (n.d.). New.qq.com. Retrieved March 9, 2023, from https://new.qq.com/rain/a/20221202A05VW400

[5] Shaobo Wu & Dexin Xie.(2019). Analysis of China's cross-border e-commerce internationalization development strategy - take Alibaba Group as an example Journal of Business Innovation, 1(2), pp.1-15.  

[6] Jing Gong, & Ruilin Liu.(2021). "Internet plus+Foreign Trade" is a new logistics strategy in the era of cross-border e-commerce Finance and management, 4(12): p.88.

[7] Hasiloglu, M., & Kaya, O. (2021). An analysis of price, service and commission rate decisions in online sales made through E-commerce platforms. Computers & Industrial Engineering, vol.162:p.107688. 

[8] Gongjian Zhou.(2021). The innovative analysis and research of the online popular live broadcast with goods mode under the live broadcast tuyere Looking forward to the exhibition, 02(02):pp.134-139.  

[9] Gongjian Zhou.(2020). Research on the collaborative development of cross-border e-commerce and logistics in the era of big data Journal of Business Innovation,2(1):pp.104-109.  

[10] Shafiee, S., Rajabzadeh Ghatari, A., Hasanzadeh, A., & Jahanyan, S. (2021). A Study of Online Tourism Services in Iran. Tourism, 70(1):pp.67-86.

[11] Caiyan Zhou.(2020). The development, problems and countermeasures of China's export cross-border e-commerce under the the Belt and Road Initiative Journal of Business Innovation, 2(1), pp.89-103.

[12] Haidong Fan. (2021). Talking about the influence of e-commerce on the future marketing mode Finance and management, 5(2),p.41. 

[13] Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers' perspective: implications for online relationship marketing. journal of Marketing Management, 36(5-6), pp.1- 31.

[14] HAJI, K. (2021). E-commerce development in rural and remote areas of BRICS countries. Journal of Integrative Agriculture, 20(4),pp.979-997.

[15] Junxia Feng. (2019). The impact of e-commerce on traditional business models economics,2(3). https://doi.org/10.32629/ej.2(03):p.155.