Alibaba's Taobao sets up live commerce venture as competition grows

HONG KONG -- Alibaba's Taobao has established a live commerce company as part of the shopping platform's attempt to reduce its reliance on "super hosts" such as Austin Li Jiaqi while also fending off threats from rival online retailers.

Operated by Taobao Live, the new company will mainly serve hosts who are new to Taobao, providing them with a "one-stop service" that includes business connections as well as marketing, inventory and financial management services. Hosts can form their own teams after a six-month "nurturing" period, a Taobao spokesperson said.