海外直播电商平台全解析：Facebook/Instagram关闭后如何选择？
海外直播电商平台全解析：Facebook/Instagram关闭后如何选择？
Complete Guide to Overseas Live Shopping Platforms: Best Alternatives After Facebook/Instagram Shutdown
近期行业动态：继Facebook于2022年10月关闭直播购物功能后，Instagram也宣布将在2023年3月16日终止该项业务。这引发了许多跨境卖家的疑问：海外直播电商真的没有市场吗？
Industry Updates: Following Facebook's shutdown of live shopping in October 2022, Instagram also announced it will terminate this service on March 16, 2023. This has raised questions among cross-border sellers: Is there really no market for live-stream shopping overseas?
一、YouTube直播：美国市场首选
1. YouTube Live: Top Choice for US Market
根据Coresight Research数据，YouTube以30.2%的受欢迎率位居美国直播购物平台榜首。其优势包括：
- 原生视频平台用户接受度高
- 移动端/PC端全平台支持
- 直播内容优先展示
According to Coresight Research, YouTube ranks first in the US live shopping market with a 30.2% popularity rate. Key advantages:
- High acceptance among native video platform users
- Full support for mobile and PC platforms
- Priority display for live content
二、TikTok直播：东南亚市场爆发
2. TikTok Live: Rapid Growth in Southeast Asia
尽管在欧美市场遇挫，TikTok直播在东南亚表现亮眼：
While facing challenges in欧美 markets, TikTok Live performs exceptionally well in Southeast Asia:
| 优势 Advantages | 劣势 Disadvantages |
|---|---|
| • 庞大用户基数 Huge user base | • 欧美业务暂停 Suspended in欧美 |
| • 高互动性 High interactivity | • 需要内容运营 Requires content operation |
三、电商平台直播：亚马逊/速卖通
3. E-commerce Platform Live: Amazon/AliExpress
主流跨境电商平台都推出了直播功能，特别适合：
Major cross-border platforms have launched live features, especially suitable for:
- 平台现有卖家 Existing platform sellers
- 多平台运营商家 Multi-channel operators
四、新兴独立直播APP
4. Emerging Independent Live Shopping Apps
值得关注的创新平台：
Innovative platforms worth watching:
NTWRK：潮流单品直播平台
Whatnot：收藏品垂直领域
ShopShops：中美跨境直播桥梁
