Lynn Liang

The overall influence of social media in Canada is high; there are roughly 35.81 million social media users in Canada, and it is expected to grow gradually by year and reach 39.44 million users in the year 2028

Multiple surveys show that TikTok penetrated increased around 200% in Canada between the fall and spring of 2020 (Statista, 2023).    

Celebrity and influencer participation is an important factor of live stream commerce; here are a research from Statista that provides information about Canadians’ awareness of the influencer market, the survey shows that around 83. 5% of Canadians are aware of influencer marketing, and 12. 6% of the participants said they know influencer marketing well.
The number of video streaming user in Canada is also growling yearly. and expected to reach 22.36 million user in year 2027. 

As of June 2023, customers consider reviews, research, and the ability to see and touch the product before purchasing as important shopping factors
Research shows that why GenZ and Millennials choose not to buy products online: Unable to see the product in person, unable to try the product out before buying and unable to touch the product. The need for more information and information opacity is one reason that stops Canadians from online shopping, and that’s why we should introduce live stream shopping to the Canadian market.   

Under one-third of online shopping, customers are interested in shopping on social media .
According to the NPD report, Younger customers, especially millennials, are more likely to shop online using their smartphones.
Millennials and Gen Z’s online shopping decisions are also being influenced by social media the most 

Nearly 50% of consumers choose to buy from companies that are supportive of protecting the environment and choose to purchase items with eco-friendly and less packaging.
Nearly 50% of male online shopping customers aged 18-44 said they would abandon an online purchase if an item is shipped with unsustainable packaging.
Research shows that sustainability has a direct influence on the brand. Mintel group analysed that many consumers are eager to engage in sustainable online shopping practices. 

Localism is what Canadians are looking for when shopping. Research shows that 68% of Canadians try buying from local companies where possible. Linking with local supermarkets will help increase grocery store access and equal access to products and fresh food. As of 2022, over half of the consumers in Canada say that they prefer to buy local food, 63 percent of consumers choose to purchase local products because they want to show support to local businesses.
Linking with local business can also raise customers awareness of businesses in suburban areas, where transportation system is not very convenient. live stream shopping can help those local bussiness raise brand awareness and eventually promote sales .  

This site map provides Taobao live’s information architecture and how this information is being arranged and organized. 
I observed that the problem in this sitemap is that Taobao is divided into highly detailed categories, which makes each section a bit overwhelming and compresses large amounts of information into each segment; which may result in a confusing navigation system and inhibiting the navigation of customers. Additionally , some information is also a bit repetitive, for example there are several ‘you might like’ sections that could be condensed into a single button for organization purposes. 

On the contrary,
I find the site map of live stream room very well planned. The live streaming page is considered the section with the most user interactions.
It includes several user-friendly functions such as ‘request live streaming’ and ‘rewatch the session.’ These functions enhance the overall user experience and encourage interactivity with the live streamer.