Li Jiaqi says China livestream retail growth slows to 0.4% as AI cuts costs
In August 2026, Li Jiaqi said China’s livestream retail growth had slowed to 0.4% year-on-year as AI-driven hosts began cutting operating costs by up to 90%. He noted that online retail sales had already surpassed 36% of total retail in 2025, up from under 18% in 2021, showing the channel’s maturity.
JD made its AI hosting service free to merchants in December 2025, with adoption surging within three months. AI hosts can cut livestream operating costs by 80% to 90%, according to JD. Li Jiaqi said he views AI as a tool to improve efficiency, allowing an AI version of himself to keep viewers company overnight while he rests. Regulators now require clear labeling of AI-generated content and Douyin bans fully AI-generated livestreams.
“It is still growing, but the growth is a lot more difficult,” Ashley Dudarenok, founder of digital consultancy Chozan said.
For nearly a decade, Li Jiaqi has been the face of China’s livestream shopping industry, helping grow a niche format into a major retail channel. He began livestreaming in 2016 and presided over explosive growth through 2021 before the market entered a slower phase.
What we know
Li Jiaqi began livestreaming in 2016.
Retail sales rose 0.4% in August year-on-year.
Online retail sales exceeded 36% in 2025, up from less than 18% in 2021.
JD made its AI hosting service free to merchants in December 2025 and said adoption surged within three months.
AI hosts can reduce livestream operating costs by 80% to 90%.