Bryce Whitwam, a veteran ad man turned doctoral student, dives into the booming world of China's livestreaming e-commerce. He discusses the significant trends reshaping consumer habits and the importance of influencer authenticity in driving sales. Bryce reveals why platforms like Taobao are losing ground to more niche competitors, and shares insights from his interviews on how livestream commerce merges shopping with entertainment. Plus, he explores potential disruptions and comparisons to similar trends emerging in the U.S.