Livestream shopping v prostředí České republiky

Livestream shopping (LS) as a form of sales and marketing has experienced rapid growth in recent years not only in Asian countries, but also in other parts of the world, such as the USA. In Europe, this trend is relatively new, especially in the Czech Republic, where few companies operate this form of sales and marketing. This thesis examines the potential of LS in the Czech Republic. Using research methods combining a questionnaire survey, expert interview and group discussion, it was found that this form of e-commerce is not well-known among Czech consumers. The research discovered possible obstacles to the growth of LS in the Czech environment, which also hold back its expansion among Czech consumers and companies, but does not deny the potential for LS growth. However, there is a need to address obstacles in the form of low awareness of LS and the absence of technology and platforms for LS. The thesis also provides possible solutions to overcome obstacles that are preventing the growth of LS.