Missing percentage points to 100 percent are probably due to rounding.
This question was phrased by the source as follows: "How often have you purchased something through live commerce (e.g. livestream or live demo via video sessions)? "
Among a total of 4,679 survey respondents, 2,806 were women and 1,873 were men.
Citation formats
Frequency of purchasing through live commerce in China 2024, by gender
According to a survey conducted by in May 2024 in China, female respondents demonstrated higher engagement in live commerce, with ** percent reporting that they made more than *** purchases in the past 12 months. In comparison, only ** percent of male respondents reported similar buying behavior.
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Rakuten Insight. (September 3, 2024). Frequency of purchasing through live commerce in China as of May 2024, by consumer gender [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 24, 2026, from /statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
Rakuten Insight. "Frequency of purchasing through live commerce in China as of May 2024, by consumer gender." Chart. September 3, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 24, 2026. /statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
Rakuten Insight. (2024). Frequency of purchasing through live commerce in China as of May 2024, by consumer gender. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 24, 2026. /statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
Rakuten Insight. "Frequency of Purchasing through Live Commerce in China as of May 2024, by Consumer Gender." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 3 Sep 2024, /statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
Rakuten Insight, Frequency of purchasing through live commerce in China as of May 2024, by consumer gender ÌÇÐÄÆƽâ°æ, /statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/ (last visited July 24, 2026)
Frequency of purchasing through live commerce in China as of May 2024, by consumer gender [Graph], Rakuten Insight, September 3, 2024. [Online]. Available: /statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
