Following TikTok, Kuaishou accelerates its overseas e-commerce layout

As TikTok launched its cross-border e-commerce app overseas, TikTok's domestic rival, Kuaishou, has also accelerated its layout in cross-border e-commerce.

Unlike TikTok, which launched Fanno in Europe, Kwai, the overseas version of Kuaishou, chose another track, "live e-commerce". According to foreign media reports , Kwai cooperated with CasasBahia, the largest home appliance department store retailer in Brazil, and Xiaomi fitness wristband AmazFit to test live e-commerce. The purpose is to gain a leading position in the field of live e-commerce in Brazil.

It is understood that at present, Kwai users can already purchase products directly in the Kwai live broadcast room without jumping off the site. Kwai is also the first social platform in Brazil to carry out live e-commerce. During the test period, the duration of a single Kwai live broadcast ranged from 30 minutes to an hour and a half, depending on the number of viewers of the live broadcast and the sales target of the merchant.

Mariana Sensini, Kwai Brazil director, added: “The use of live streaming to showcase products, engage consumers and make sales is a new trend in e-commerce around the world. We are very excited to launch this business in Brazil.”

Industry insiders believe that Kuaishou's overseas live e-commerce progress is faster than expected. However, with domestic Internet and e-commerce companies joining the cross-border e-commerce market, it is reasonable for Kuaishou to accelerate its overseas e-commerce layout.

Live streaming e-commerce is Kuaishou's main advantage. According to its financial report, the total e-commerce transaction volume on Kuaishou platform reached 381.2 billion yuan, making it one of the largest live streaming e-commerce platforms in the world. Kwai can also play to its own advantages by choosing live streaming e-commerce as the track to enter cross-border e-commerce.

In addition, Brazil is a market where Kuaishou has a relatively advantageous position overseas . As of the end of the second quarter of this year , Kuaishou's monthly active users in overseas markets exceeded 180 million, of which about half were from Latin America . According to ComScore data, Kwai has 45.4 million monthly active users in Brazil , making it one of the most downloaded free apps in the country .

Although the e-commerce market in Latin America, where Brazil is located, is not as good as that in Europe and the United States, it has great development potential. Latin America is considered to be one of the fastest growing regions in the e-commerce market in 2020. According to Statista's forecast, Brazil 's e-commerce sales are expected to exceed US$23.8 billion in 2021 , a year-on-year increase of more than 12% .

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