Live e-commerce is the hottest and most eye-catching focus topic at present, and it is also a new form and trend of e-commerce marketing. It has become the main business and profit channel for the integrated development of major live broadcast platforms and e-commerce platforms. In 2020, the proposal of the new national infrastructure concept and the announcement of the new occupation of “Internet Marketer” have strengthened the new economic power of live broadcasting and provided new impetus for small, medium, and micro e-commerce enterprises to increase income and create efficiency. Starting from the background of live e-commerce, this paper analyzes the forms of domestic live e-commerce, expounds the impact of live e-commerce on e-commerce and the challenges it faces, and puts forward corresponding development strategies to strengthen the ecological construction of live e-commerce, promote the sustainable development of live new economy and the transformation and upgrading of e-commerce.

Keywords: Live E-Commerce; E-Commerce Platform; Shopping Experience; Live Form; Development Strategy