The rapid evolution of digital commerce has led to the emergence of stream-selling platforms, which combine live streaming and e-commerce to create an engaging shopping experience. This study examines the development and competitive landscape of key players in this sector, including TikTok, Instagram, Wotobuy, Kwai, and Aliexpress. By studying the development trends of platforms, it reveals the driving force of technology on business models. And compared and analyzed their respective situations to compare the different business models. Each platform employs unique strategies to attract users and optimize sales, using its distinct features such as algorithm-driven recommendations, influencer partnerships, and interactive content. The competition among these platforms is characterized by rapid innovation, evolving consumer preferences, and strategic collaborations, highlighting the dynamic nature of the stream-selling industry. This analysis provides insights into the trends shaping the future of e-commerce and the implications for businesses seeking to use live streaming as a sales tool.
