Tech On Fire

Live Streaming E-Commerce for SME

Master the essential skills of live broadcast

In 2020, the scale of China’s e-commerce live broadcast market will reach RMB 1.2379 billion, with an annual growth rate of 197%

Why need this technology

E-commerce has developed rapidly and many traditional retailers have embarked on a digital transformation journey. Live broadcast has gained popularity and brought changes to the traditional business model of e-commerce. In addition to the popular platforms such as Taobao in Mainland China, the social media platforms Instagram and Facebook are also used often for live broadcasts. As consumers choose to shop online more often, it is believed that live broadcasts will become more popular in the future.

Amazon, the world’s most famous multinational e-commerce giant, launched Amazon Live in 2019. It is a shopping platform that allows users to introduce and share their experience on product through live broadcast. Live broadcasts allow real-time interactions between sellers and consumers, which does not only enhance the shopping experience but also build a brand image.

Pain Points We Solved

Many local SMEs lack knowledge of live broadcast and relevant data analysis information. Some may have tried to transform and done live broadcast sales but the results have not been ideal. When you start to plan a live broadcast, you will find that there are many details to be considered. It is not as simple as just selling products in front of a camera.

Which live broadcast platform should I choose? How can I improve the quality of live broadcast and attract more viewers? What do I need to prepare? How do I interact with the audience and guide them to make purchases? What are good topics and suitable promotional products? How do I analyze the data? This course will answer relevant questions, so that companies can break through geographical boundaries and create sales revenue with low cost.

Programme Highlights

This course aims to teach SMEs the basics of live broadcasts. It will first introduce the operation process so that students can grasp the basic strategy outline, and gradually build brand image and popularity. Compared with reading text reviews and watching videos, consumers can directly understand the real product features. Responding to questions from the audience can also establish trust and relationship with consumers and enhance corporate image.

This course will be taught by instructors with rich experience in e-commerce and will cover practical operations and skills, including selecting appropriate equipment and software, and planning engaging content. Learners will also learn to understand customer needs through data analysis, so as to plan more data-oriented content, and build an online shopping system.

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Module 1: Planning the live broadcast

Learning hours: 1 lesson, 3 hours in total

This module will introduce the development trend of live broadcasting, and explain the basic concepts and operating procedures, so that students can understand the respective business model. Learners will learn to use data analysis to plan a suitable live sales model.

Module content:
• The development and trend of live broadcast
•Live broadcast business model
•The development and trend of live broadcast
•Analyzing data to understand the potential needs of customers
•Understanding common live streaming modes
•Designing a live broadcast mode suitable for the company
•Knowing related laws and regulations for live streaming
• Case Study

Module 2: Before streaming: setting up the equipment and software

Learning hours: 1 lesson, 3 hours in total

This module will teach learners how to select appropriate equipment and software according to the settings required by different live broadcast platforms. There will be in-class exercises allowing students to understand practical skills such as framing and composition, background construction, lighting adjustment, etc., for improving the quality of live broadcast.

Module content:
• Streaming media
• Live Streaming Platforms
• Open Broadcaster Software (OBS) settings
• Live streaming on social media
• Screen framing and composition
• Scene background construction
• Equipment required for live broadcast
• In-class exercise

Module 3: Live broadcast interactions

Learning hours: 1 lesson, 3 hours in total

This module will cover the skills of interacting with the audience, so that the customer’s loyalty and desire to buy will continue to increase. The instructor will explain the precautions for publicity and the establishment of a live broadcast team to effectively enhance sales and brand image.

Module content:
• How to promote live streaming events through social media
• Adding Augmented Reality (AR), images, files, effects, subtitles, videos and screenshots to the live broadcast
• Having interactive Q&A
• Dealing with unexpected issues during the live broadcast
• Monitoring the quality of streaming
• Forming a team to manage the live broadcast
• In-class exercise

Module 4: Conversion into actual sales revenue

Learning hours: 1 lesson, 3 hours in total

This module will teach students the skills to increase the conversion rate of live broadcasts. By establishing an online shopping system and connecting to an online payment platform, viewers can purchase goods more quickly and directly.

Module content:
• Call to Action
• Establishing a simple and direct online shopping system
• Connecting to online payment platform
• Event Tracking
• Conversion Tracking
• Cooperating with KOL to promote products
• Understanding the network security measures when collecting personal data


Data-Driven and Automation for Growth Marketer

Planning the process of live broadcast

Learners will understand customer needs through data analysis, prepare data-oriented content and choose appropriate live broadcast software and equipment.

Data-Driven and Automation for Growth Marketer

Interactive skills for live broadcast

Learners can increase interaction with the audience, increase product exposure and brand image, and increase sales opportunities.

“Our fruit shop opened a few years ago. It mainly sells fresh Japanese fruits and seasonal imported fruits from other parts of the world. At the beginning, the business mainly came from nearby residents, but because of the high costs of imported fruits, the monthly net income of the store was limited. In order to expand the customer base and increase revenue, our store started advertising online. However, it did not help the business much. To attract more customers, we needed a better method.

We browsed a well-known Japanese cooking website and watched a live broadcast on filleting a fish. Viewers could order for the fish online and receive it on the same day. So we wanted to use this live broadcasting marketing strategy in our business. To learn about live broadcasting, we joined this course. The instructor explained the basic knowledge and skills of live broadcasting in simple terms, and our staff were able to master the strategies and began to regularly broadcast seasonal fruits live online. Business increased by 15% within one month. “

 Ida Yiu
Owner of a local grocer

Our Instructors

Our instructors have been working in the IT industry for years with a wealth of teaching experience. They compile the program curriculum and customize the scope and content of the program to cater for different corporate needs, target to technologically upskill corporate staff and improve operation efficiency in a short time.  In addition to newest information technology sharing, instructors will also study real life cases with students.

Creamy Lam

Our Instructors

Case Study

How Live Wine Tasting Online Improves Marketing Impact

When a local jeweler first decided to move their business online, they thought writing posts and putting photos of rings and bracelets on sale on their website would be sufficient. However, business was flat and they were about to give up. Fortunately, a friend with experience in online marketing educated them on the importance of ad placement and advised that they get some professional training on the topic. The jeweler booked this course and learned about ad placement and adTech and became familiar with various monitoring tools and popular social media platforms for ad placement. Their recent ad campaign featured a quick but moving story that grasped attention within a few seconds with a solid call-to-action. The jeweler is optimistic about using online marketing after seeing the website traffic generated by the ad campaign.


Course NameLive Streaming E-Commerce for SME
Course CodeLIVE
Course Duration12 hours
Learning ModeFace to Face
Class Size10
Medium of InstructionCantonese with English Terms
FundingThis course has been approved by RTTP scheme for up to 2/3 subsidy
CertificatesYou can receive the following certificates by completing this course
Tech on Fire Certificate
Digital Transformation Certificate issued by a local university *
Completion Criteria 70% attendance rate of our course
You can have the Digital Transformation Certificate by attending the Digital Transformation Workshop held by a local university quarterly. *


Is live streaming for e-commerce suitable for any sort of retail business?

Whether you run an online store or a physical retail store, e-commerce live broadcasts can help promote different types of products or services. Initially, fashion and makeup brand retailers cooperated with models and Internet celebrities to introduce products in live broadcasts. Now, different industries also use live broadcasts for promotion, including many SMEs such as furniture stores, fruit shops, gardening supply stores, etc.

Our company has no experience in using ecommerce, let alone live streaming technology.  Will this course be too advanced for us?

This course is definitely suitable for total novice or anyone who would like to polish their skills in using technology for business.  The instructor will provide guidance according to the different abilities and needs of individual learners. This course covers the basics, including the trend of live broadcast and its equipment requirements, so that students can master the basic concepts and practical operating skills, and can plan live broadcast content by themselves.

Will this course be too general given it can apply to all retailers?  How will it be more beneficial than watching videos online?

One of our learners owns a wine shop that mainly sells red and white wines from France and other European countries. The owner is also a sommelier who likes to host wine tasting events.  When he learnt about the use of live broadcast for marketing, he tried it with his shop but without much success. So, he decided to enrol in this course.
After completing the course, the owner understood the technology and related preparations required for live broadcast.  He also noticed issues with his past broadcasts and made suitable adjustments to the background and composition. He chose a unified and suitable theme for his broadcasts to enhance the interest and entertainment value of the content and deepen the viewers’ impression. After several live wine tasting events, in addition to a 20% increase in revenue, the popularity of the shop has also increased.