Australian exporters are positioning themselves within China's large digital shopping market by using influencer-led livestreaming to increase sales in a tough economic environment. While early results suggest this approach works, a subdued consumer mood may restrict sustained growth.
At China’s major import expo, Australian companies showcased products such as wine, macadamias and health supplements under bright lights and smartphone cameras. These live shopping events were timed around Singles’ Day, a major retail event in China. Livestreams allowed consumers to interact instantly through clicks or comments, bringing an online shopping experience that is both real-time and engaging, with a focus on immediate sales conversions.
Singles’ Day began as a 24-hour sale event on 11 November but has since expanded into a five-week shopping period. Despite economic challenges, total sales reached an estimated $365 billion across platforms such as JD.com and Alibaba, an increase from $317 billion in 2024. However, analysts noted a more cautious mood among shoppers. Even with heavy discounts and early offers, consumers remained wary.
To keep shoppers engaged, e-commerce platforms increased focus on livestreaming and influencer outreach, especially on apps like Douyin and Xiaohongshu. Queensland businesses, supported by JD.com, hosted long livestream sessions using local influencers. This led to immediate sales growth. One example was the health brand Metagenics, which reportedly made $30,000 within a few hours of streaming. Stock was already stored in Chinese warehouses for faster delivery and better customer satisfaction.
Although these efforts have delivered short-term gains, consumer confidence remains a concern. High youth unemployment and falling property wealth are driving more households to save rather than spend. Shoppers are becoming more selective and often wait for major discounts. As a result, platforms are using AI tools for more efficient and personalised targeting. For instance, Alibaba used automated pricing and AI-generated product descriptions to increase cost efficiency by up to 12%.
Still, future growth may rely less on advanced tech and more on consumer purchasing power. While AI has helped in some areas, the overall sales climate shows little growth compared to 2024. Whether Chinese consumer sentiment can recover quickly enough to support ongoing expansion remains uncertain.
