Pearl Merchants Go Online: Livestream E-Commerce Takes Root at Hongqiao

A smartphone and a ring light are all it takes to bring pearls from a display counter to a global audience. Livestream e-commerce has grown rapidly at Hongqiao Market in recent years, with more merchants going live online to showcase the luster and craftsmanship of their pearls on camera. The market has responded by providing venue coordination, reliable internet access, and operations training to help traditional merchants overcome digital barriers. One merchant said livestreaming has not only generated new orders, but also introduced Hongqiao to more young consumers. The integration of online and offline sales is becoming the new normal for this long-established market.