As a leading short-video social and livestreaming app in China, Kuaishou Technology’s Kuaishou application (app) was facing various challenges, including fierce competition from ByteDance Ltd.’s Douyin. In June 2018, to sustain its long-term growth, Kuaishou needed to evaluate the possibility of entering the livestreaming e-commerce market, as livestreaming was becoming one of the hottest ways to sell to Chinese consumers. The co-founder and chief executive officer of Kuaishou Technology needed to decide whether Kuaishou should launch a livestreaming e-commerce business. If so, should Kuaishou cooperate with an existing e-commerce platform or build its own e-commerce ecosystem? What potential challenges might Kuaishou face in its livestreaming e-commerce business expansion?
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