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China's Live Commerce Hits 7 Trillion Yuan: Can AI Really Replace Human Streamers?

China's Live Commerce Hits 7 Trillion Yuan: Can AI Really Replace Human Streamers?

China's live-streaming e-commerce industry is growing up. After years of wild, no-holds-barred expansion, it's now entering a more mature phase. According to a recent Reuters report, the annual transaction value of goods sold through live streams in China is approaching 7 trillion yuan. And in 2025, online retail made up more than 36% of total retail sales.

But here's the twist: overall growth is slowing, competition is heating up, and artificial intelligence is stepping into the spotlight, reshaping the entire ecosystem.

The AI Cost-Cutting Wave

When it comes to cutting costs, AI is a powerhouse. Major e-commerce platforms and merchants are rolling out digital anchors to keep live streams running 24/7. Take JD.com: in December 2025, it offered AI anchor services to merchants for free. Within just three months, adoption skyrocketed, helping merchants slash live-streaming operation costs by 80% to 90%.

Platforms like Douyin are also stepping in. They've introduced clear labeling rules for AI-generated content and banned fully AI-run live streams without human supervision. The goal? Keep the market orderly.

Why Real Hosts Still Matter

But don't write off human hosts just yet. Industry leaders and experts agree: AI can't fully replace real people. Li Jiaqi, one of China's most famous live-streaming hosts, put it bluntly in an interview. AI, he said, is just a tool to boost efficiency. It can't replicate the real-time inspiration, unique perspective, or deep trust that a human host builds with their audience.

Lu Lin, a host at Shanghai Rongmeme Live Center, echoes that sentiment. When shoppers have specific, personalized needs, digital anchors give mechanical answers. Real people, on the other hand, bring nuanced emotions and judgment to the table.

From Discounts to Trust

As the industry moves past its early discount-driven model, brands are focusing more on long-term profitability and refined operations. Ashley Duda-renok, founder of Chozan, believes that while real hosts face tougher competition, their warmth and the trust they build are irreplaceable—especially as consumers crave authenticity more than ever.

So what's next? The future of live-streaming e-commerce is likely a complementary one: AI handles efficiency and cost-cutting, while humans build trust and connection. It's not about replacement—it's about teamwork.

Key Points

  • China's live-streaming e-commerce annual transaction value nears 7 trillion yuan; online retail exceeds 36% of total retail sales in 2025.
  • AI anchors help merchants cut live-streaming costs by 80%–90%; JD.com offers free AI anchor services, and Douyin enforces labeling rules.
  • Top host Li Jiaqi and other experts argue AI can't replace human hosts' real-time inspiration, emotional nuance, and trust-building.
  • Industry shift: from discount-driven to long-term profitability and refined operations.
  • Future outlook: AI for efficiency, humans for trust—a complementary partnership, not a takeover.