The e-commerce landscape is undergoing a significant transformation as the initial frenzy around live-stream shopping subsides. With consumers becoming more rational and platform traffic growth plateauing, businesses are seeking sustainable alternatives to their reliance on influencers and cash-burning marketing strategies.
The Hidden Challenges Behind Live Commerce Boom
Once considered the golden goose of digital retail, live-stream shopping now faces multiple headwinds. Consumer spending has become more cautious amid economic uncertainties, while the fragmentation of traffic across proliferating platforms has driven up customer acquisition costs to unsustainable levels.
Industry veterans point to deeper structural issues. Many MCN agencies, in pursuit of maximum profits, have squeezed merchant margins to breaking point, creating an ecosystem that favors short-term gains over long-term viability. The inherent volatility of live commerce - with its unpredictable traffic patterns, reliance on algorithmic luck, and constant platform policy changes - makes it an unstable foundation for business growth.
Shelf-Based E-Commerce: A Return to Fundamentals
In contrast to the turbulence of live commerce, traditional shelf-based e-commerce offers stability, scalability, and measurable analytics. Industry expert Lao Gao, drawing from extensive discussions with merchants and platform operators, predicts shelf-based models will dominate by 2026.
"The foundation of sustainable commerce must be built on platform-based stores rather than luck-dependent live streams," Gao emphasizes. He advocates a dual approach combining shelf-based operations with complementary live-stream elements to create synergistic effects.
Back to Basics: Product, Retention and User Experience
As traffic dividends diminish, successful retailers are refocusing on core competencies: product quality, repeat purchase rates, and customer experience. Stable channel models and controllable profit structures are replacing the high-risk, high-reward dynamics of influencer-driven sales.
A prominent apparel brand's evolution illustrates this shift. After initially relying heavily on live-stream sales, the company rebalanced toward shelf-based operations through product optimization and brand building, achieving more predictable growth while reducing dependency on volatile streaming performances.
Industry Outlook and Challenges
The coming era of precision retailing presents both opportunities and challenges for shelf-based commerce. While offering better stability, this model demands greater operational investment, sophisticated supply chain management, and advanced data analytics capabilities.
Platforms are adapting to this transition. "We're enhancing support for shelf-based merchants while encouraging all sellers to improve operational efficiency," notes Wang Qiang, an executive at a major e-commerce platform. "The future lies in complementary coexistence between both models."
As the industry reaches this inflection point, businesses must objectively assess their capabilities and develop balanced strategies. Those who successfully navigate this transition will be positioned to thrive in e-commerce's next chapter.