Editing Short-form content (section)

=== E-commerce live streaming ===
E-commerce live streaming is one of the key models for the commercialization of short video platforms. It combines the entertainment of short videos with the convenience of e-commerce, forming a business logic of "content is marketing, interaction is transaction". The process is first content creation and product display. The anchor or brand will introduce the product through live streaming, including trial, evaluation and promotion information. The second is real-time interaction. Users can interact with the anchor through comments, likes and questions to enhance the sense of trust in purchase and allow consumers to gain an immersive purchasing experience and emotional value in interpersonal relationships. The anchor can display the product in a variety of ways, such as product close-ups, trials, promotions, etc., and eliminate consumers' concerns and reservations through words, enhance their social presence and provide a positive emotional experience.<ref>{{Cite journal |last=Luo |first=Zicheng |date=2024-10-18 |title=The Impact of Short Videos and Live Streaming on E-commerce Consumers Purchasing Decisions |url=https://www.ewadirect.com/proceedings/aemps/article/view/15853 |journal=Advances in Economics, Management and Political Sciences |volume=114 |issue=1 |pages=18–26 |doi=10.54254/2754-1169/114/2024BJ0152 |issn=2754-1169}}</ref> Finally, one-click purchase and instant transaction. Users can directly click on the product link in the live broadcast to jump to the purchase page, shorten the decision path and improve the conversion rate.

==== Development trend ====
The Chinese market is in a leading position in the field of e-commerce live streaming. Platforms such as Douyin have formed a complete live e-commerce ecosystem. The sales revenue of various types of live broadcast e-commerce will reach one trillion yuan, and cultural and tourism enterprises are paying more and more attention to live broadcasting, demonstrating the huge potential of live e-commerce.<ref>{{Cite journal |last=Jun |first=Guo |date=2021 |title=Research On The Marketing Innovation Of “Live + Short Video” In The Culture And Tourism Industry In We Media Era |url=https://www.e3s-conferences.org/articles/e3sconf/abs/2021/27/e3sconf_ictees2021_03036/e3sconf_ictees2021_03036.html |journal=E3S Web of Conferences |language=en |volume=251 |pages=03036 |doi=10.1051/e3sconf/202125103036 |issn=2267-1242}}</ref> Moreover, Douyin e-commerce relies on precise recommendation algorithms to provide brands and individual merchants with a stable source of traffic, enabling small and medium-sized merchants to achieve efficient sales. Although e-commerce live streaming has achieved great success in China, it still faces challenges in promoting it in the international market. However, some platforms are actively trying, such as [[TikTok Shop]]: TikTok took the lead in promoting the live streaming sales model in the Southeast Asian market, and piloted "TikTok Shop" in the UK market, allowing brands and influencers to sell goods through live streaming. There is also [[Amazon Live]]: Amazon launched the live streaming shopping function, combined with the platform's strong supply chain capabilities, trying to introduce live streaming shopping into the European and American markets.

==== Challenges and future development ====
Although the prospects for live streaming e-commerce in China are very broad and Chinese people already consider it a part of their daily lives, there are many difficulties in promoting it globally. Western consumers have a low acceptance and adaptability to "live streaming shopping" and are more accustomed to the traditional e-commerce model. And payment methods, logistics services and after-sales systems need to be improved to match the instant transaction needs of e-commerce live streaming.<ref>{{Cite journal |last=Wydymus |first=Karolina |date=2023 |title=Social Commerce and Livestreaming E-commerce phenomenon as a new driving force for China E-commerce market development |url=https://www.ceeol.com/search/article-detail?id=1174362 |journal=Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego w Zielonej G&#243;rze |language=English |volume=10 |issue=18 |pages=23–40 |issn=2391-7830}}</ref> In the future, with the advancement of AI recommendation algorithms, the development of cross-border e-commerce and the improvement of the social media ecosystem, e-commerce live streaming is expected to become more popular in the global market and become one of the core profit models of short video platforms.