Lived Experiences of Live-Selling Entrepreneurs in Guangdong Province, China

This phenomenological study explored the lived experiences of 10 live-selling entrepreneurs in Guangdong Province, China, from June 2024 to January 2025. Through semi-structured interviews and Creswell’s six-step qualitative analysis, the study examined participants’ understanding of live-selling, motivations for adoption, perceived benefits and challenges, coping strategies, and industry insights. Eight major themes emerged, highlighting the role of consumer engagement, technological integration, market expansion, operational challenges, personal growth, and future innovations in live-selling. Findings offer valuable contributions to both theory and practice, emphasizing the importance of social presence, adaptive strategies, ethical considerations, and regulatory frameworks in shaping the sustainable growth of live e-commerce platforms.