Difference 1: Different decision-making time

Due to the information barrier between traditional e-commerce and consumers, consumers need to spend a lot of time to choose suitable products. Live streaming e-commerce takes the form of anchors showing and explaining products, so that users can place orders. At this time, the anchor is particularly important and plays a facilitating role in the process of placing orders. Users are likely to buy products based on their impression of the anchor. The whole process from knowing the product to placing an order often takes only a short time. In traditional e-commerce, users browse, compare and make decisions by themselves. The whole process is not driven by anyone, so it often takes a long time to choose.

Difference 2: Different forms of product display

Live streaming e-commerce uses video live streaming to display products, which can show products from all angles. Some products can see the real-time use effect, which is convenient for users to feel the product more intuitively and measure it. In contrast, most traditional e-commerce uses pictures, which cannot see the details of the product, as well as the true appearance of the product under different angles and scenes.

Difference three: different operating platforms

Traditional e-commerce is limited to platforms such as Taobao, JD.com, and Pinduoduo. The purpose of users using the platform is very clear, which is to buy goods. In addition to platforms such as Taobao, most live e-commerce can be found on short video platforms such as Douyin and Kuaishou. You can watch live broadcasts and buy goods in your free time for leisure and entertainment, which is more interesting.

Difference four: Different social attributes

The purpose of traditional e-commerce is very clear, which is to sell goods. It has almost no social attributes. The only interactive thing is that consumers can consult customer service for product information. The whole process is not very interactive and lacks fun. In live e-commerce, consumers can interact with the anchor in real time, and users' questions can also get timely feedback. Both parties can achieve effective communication, and the interaction between merchants and consumers is more interesting.

Traditional e-commerce has laid the foundation for the emergence and development of live e-commerce, and live e-commerce has also enriched the business model of e-commerce. The two complement each other.