{"id":152447,"date":"2026-07-28T12:56:03","date_gmt":"2026-07-28T10:56:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152447"},"modified":"2026-07-28T12:56:05","modified_gmt":"2026-07-28T10:56:05","slug":"analyse-chinese-live-commerce-al-even-groot-als-alle-e-commerce-in-amerika","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/analyse-chinese-live-commerce-al-even-groot-als-alle-e-commerce-in-amerika\/","title":{"rendered":"[Analyse] Chinese “live commerce” al even groot als alle e-commerce in Amerika"},"content":{"rendered":"\n

De Chinese markt voor live commerce (zowat teleshopping 2.0) benadert vandaag al de totale omzet van de Amerikaanse e-commercemarkt, berekent een recent rapport van NielsenIQ. Het fenomeen zet zo een nieuwe standaard voor de wereldwijde retailsector: ook Europese merken en retailers moeten goed opletten.<\/p>\n\n\n\n

Live commerce: van niche naar mainstream<\/h2>\n\n\n\n

Live commerce, waarbij producten via livestreams worden verkocht, is in China uitgegroeid tot een volwaardig verkoopkanaal. Volgens NielsenIQ winkelt 87% van de Chinese consumenten minstens \u00e9\u00e9n keer per maand via live commerce. De trend wordt gedreven door platforms zoals Taobao Live<\/strong>, Douyin <\/strong>(de Chinese variant van TikTok<\/strong>) en Kuaishou<\/strong>, waar influencers en merken in realtime producten presenteren en verkopen.<\/p>\n\n\n\n

“China heeft een parallelle economie van 900 miljard dollar<\/a> opgebouwd rond live video, terwijl westerse merken livestreaming nog vaak als een experimentele PR-stunt beschouwen,” aldus het rapport. Ter vergelijking: met een waarde van 900 miljard dollar (840 miljard euro) is de markt al bijna net zo groot als de e-commerce in de Verenigde Staten.<\/p>\n\n\n\n

Azi\u00eb loopt ver uit<\/h2>\n\n\n\n

De voorsprong van China past in een bredere verschuiving naar Azi\u00eb. De regio Azi\u00eb-Pacific vertegenwoordigde in 2025 al meer dan 55% van de wereldwijde e-commerceomzet. Ook social commerce groeit snel: bijna zes op de tien consumenten in de regio kopen geregeld via sociale media. De Chinese markt zou zelfs stijgen van 500 miljard Amerikaanse dollar (465 miljard euro), naar 1,8 biljoen dollar in 2030.<\/p>\n\n\n\n

Ook “quick commerce”, wat zoveel betekent als instantbezorging, groeit razendsnel. In India nemen snelle bezorgdiensten inmiddels 80% van de onlineverkoop van dagelijkse consumentenproducten voor hun rekening. China beschikt volgens NielsenIQ over meer dan 10.000 zogenoemde dark stores, distributiepunten die bezorging binnen dertig minuten mogelijk maken.<\/p>\n\n\n\n

Europa en Noord-Amerika hinken daarentegen ver achterop. Van de Europese consumenten heeft 67% nog nooit iets via sociale media gekocht. In Noord-Amerika geldt dat voor 68%. Ook “quick commerce” bereikt het merendeel van de westerse consumenten nog niet: 66% van de Europeanen en 69% van de Noord-Amerikanen heeft nog nooit een bestelling via zo\u2019n flitsbezorger geplaatst.<\/p>\n\n\n\n

Westerse merken moeten bijbenen<\/h2>\n\n\n\n

Hoewel het Westen achterloopt op China, begint ook hier de verschuiving naar live commerce zichtbaar te worden. Merken die de trend negeren, riskeren achterop te raken. “Wat er in Azi\u00eb gebeurt, is geen bedreiging voor de westerse retail, maar een voorproefje”, aldus Emilie Darolles, President Western Europe bij NielsenIQ.<\/p>\n\n\n\n

“Live shopping, social commerce en directe bezorging zijn in Azi\u00eb gewoon hoe mensen winkelen, en Europese consumenten bewegen zich al in dezelfde richting. De merken die de komende tien jaar zullen leiden, zien Azi\u00eb als wegwijzer en handelen nu al, nu de kans nog voor het grijpen ligt”, aldus Darolles.<\/p>\n\n\n\n

Van marketing- naar verkoopkanaal<\/h2>\n\n\n\n

“Live commerce is niet langer alleen een marketingactiviteit, maar evolueert naar een volwaardig verkoop- en klantbetrokkenheidskanaal,” voegt Suraj Kumar, Senior Manager Operations, toe. “Merken die content, vertrouwen en directe koopervaring combineren, zullen sneller groeien dan traditionele e-commercemodellen.”<\/p>\n\n\n\n

Livestreams geven consumenten immers de mogelijkheid om rechtstreeks vragen te stellen, producten te bekijken en zonder onderbreking af te rekenen. Retailers verzamelen zo gegevens over kijkgedrag, interactie en aankopen. Die informatie kunnen ze vervolgens gebruiken voor persoonlijke aanbiedingen en aanbevelingen.<\/p>\n\n\n\n

Meer dan een camera nodig<\/h2>\n\n\n\n

NielsenIQ plaatst “live commerce” tegenover retailmedia in het Westen, aangezien westerse retailers in 2025 wel zo’n 184 miljard dollar (172 miljard euro) investeerden in advertenties op websites, apps en winkels. Maar bijna de helft van de merken geeft aan dat hun meetmethoden slechts gedeeltelijk of helemaal niet effectief zijn.<\/p>\n\n\n\n

Al kunnen westerse retailers niet zomaar op de kar springen: ze moeten investeren in technologie, influencersamenwerkingen en logistieke processen om live commerce succesvol te integreren. Ook spelen regels rond reclame, gegevensbescherming en consumentenrechten een grotere rol dan in veel Aziatische markten.<\/p>\n\n\n\n

Hoe ziet de toekomst van e-commerce en retail eruit? Ga zelf de schermen kijken bij de Chinese spelers zelf!\u00a0Met de Wingzz-retailtour in september 2026 krijgen retailmanagers uit de Benelux die exclusieve kans! Opgelet: nog maar een paar plaatsen beschikbaar.<\/a><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"

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