E-Commerce Evolution: AI and Live Streaming in Retail, with former Alibaba executive Sharon Gai

“Retail is simple. Retail is just how do you sell something, and make someone’s eye light up. AI or any technology you add to it, is just another way to do that,”

— Sharon Gai, retail tech and AI expert, former Alibaba executive.

Joining me today is Sharon Gai, an expert in AI and innovation, with a focus on retail. She was an executive at Alibaba, where she advised brands and heads of state in crafting their digital strategy with programmatic marketing and AI.

In this conversation, Sharon shares her journey from working at Alibaba to becoming a consultant in AI technology for global companies. She discusses her experiences in e-commerce, particularly the evolution of live streaming and innovative marketing strategies in China. Sharon emphasizes the importance of AI integration in retail operations and the future of shopping with AI avatars. The conversation concludes with insights on simplifying retail to focus on core selling principles.

Sharon was selected as a RETHINK Retail’s Top Retail Expert and a LinkedIn Community Top Voice in 2024. She has two books, E-commerce Reimagined and How to Do More with Less Using AI. For more of her work, go to sharongai.com.

In today’s world, there’s no shortage of information. Knowledge is abundant, perspectives are everywhere. But true insight doesn’t come from access alone—it comes from differentiated understanding. It’s the ability to piece together scattered signals, cut through the noise and clutter, and form a clear, original perspective on a situation, a trend, a business, or a person. That’s what makes understanding powerful.

Every episode, I bring in a guest with a unique point of view on a critical matter, phenomenon, or business trend—someone who can help us see things differently.

For more information on the podcast series, see here.

Chapters

02:27 Experiences at Alibaba: The Global Leadership Program

05:11 E-Commerce Evolution: Insights from Tmall and Live Streaming

07:54 Innovative Marketing Strategies in Chinese E-Commerce

10:23 The Rise of Live Streaming in E-Commerce

31:33 The Evolution of AI Avatars in Retail

34:09 The Impact of AI on Shopping Experiences

41:00 Challenges in Retail During the AI Revolution

43:22 Integrating AI into Retail Operations

48:43 The Simplicity of Retail: A Unique Perspective

Transcript [AI generated]

Grace Shao (00:00)

Hey Sharon, thank you so much for joining us today. It’s great to reconnect with you. We met like, I think four or five years ago back in Shanghai and you were still with Alibaba, right? So why don’t you start with telling us about your journey? Like you grew up in Canada, you worked in Hangzhou, Alibaba. I know now you live in New York. How does it like, how did you kind of bring together all those expertise to what you do today, which is help?

Sharon Gai (00:27)

Sure. So when we met, I was working at Alibaba still. For me, as somebody who was born in China and raised in North America, and then I chose specifically to go back to China to work for a bit, the reason why I did what I did is I just knew that going forward 10, 20 years out, the two major superpowers would be the US and China. And I already had a pretty good understanding of things that were going on in North America.

⁓ Going back to where I was born and getting the chance to work there at one of the tech companies there really opened my eyes to how both countries work. I think in the future it’s going to be a ping ponging back and forth of I’m sure different ⁓ globalized companies and projects between the two places.

⁓ And so that had blended pretty well to what I do now, which is a lot of writing and keynote speaking and consulting for global companies that both have a footing in China and the U.S. So it all ties together pretty well now, but definitely as I was going through my through line or life trajectory, it seemed very confusing in the beginning phases.

Grace Shao (01:35)

Yeah, tell us a bit more about your time at Alibaba, because I know you were part of quite a special cohort. was a of a test and trial group of international cadets, per se.

Sharon Gai (01:47)

I’ve never been in cadets before. But I guess with anyone joining Alibaba, it feels like going into entering some, a ⁓ corporate army of sorts. But the program was originally set up by, or it was a brainchild of Jack Ma’s. He had always, I think he had similar thoughts, which was, you know, eventually you’ll hit the ⁓ bottleneck of about a billion or so. ⁓

Sharon Gai (02:09)

internet users in China, where do you then grow the company beyond the billion users? You have to find it outside of China. And so the first place of external search was Southeast Asia and then into the Middle East, Africa, Europe, and then eventually the US. And so his long-term vision was

to recruit people who came from those places, those corners of the earth, to get them to come to China to be in green with Alibaba’s culture, a way of working, and to bring them back out again, and then ping pong back and forth, just as I thought. So I think his vision and my own personal vision aligned pretty well. So that’s what got me to join the program. And yes, it was definitely an experiment. There were many, what I would call seasons of us or cohorts.

every single year there were new people that came in, from different cultures based on the strategy of the company at the time. think in certain years, they really wanted more, a certain language to be spoken. So they, really hired for that specific language. and it, definitely changed at different versions. but the idea was to bring in.

people who are bicultural, multicultural to eventually lead some of the business units that was trying to expand outside of...

Grace Shao (03:22)

And actually on that point, what were you doing at Alibaba? I believe you were involved with Tmall, right? So the international business, flagship business of Alibaba’s e-commerce sides. Could you tell us a bit more about that?

Sharon Gai (03:34)

So the first sort of business unit I was in was called Tmall Global. Our larger BU was called Tmall Import Export. of course, as you would know, Chinese tech companies always like to change names and just change things. Embracing change is one of the values.

So at first it was called Tmall, import and export. And I was first on the import side. And then I went to the export side, which is what we call Tabout Tmall world, where there’s about 50 million Chinese diaspora around the world. And they also will use Tabout as a shopping app. At the time was also the growing footprint of the Shiians and Tmus of the world, where these local Chinese e-commerce apps were trying to leave China.

And so Taobao Tmall World was also part of that exercise. And so those were my main two. the first was, or sorry, one of them was Taobao Tmall Import-Export. And then I moved to Tmall Classic, which is the domestic side of Tmall.

where the brands, most brands were either Western brands selling into China or Chinese brands selling to local Chinese consumers.

Grace Shao (04:47)

So you’ve really got a good look into how the retail e-commerce digital evolution happened in China. You’re super plugged in. And you were there for like six, seven years, right? So when you left, you published a book, you published E-Commerce Reimagined. And I believe at that time it was COVID, pre-COVID, and just everything kind of changed again. And we saw the rise of e-commerce really.

⁓ being part of the daily lives of North American consumers as well. Tell us a bit about like, I guess, first your book and then tell us about what you witnessed over the 10 decades, sorry, about six or seven years while you were Alibaba.

Sharon Gai (05:25)

Yeah, so in 2017 when I joined, was the height of live streaming starting in China. When I joined T-Mall Classic, I was actually one of the first teams to set up a live stream and take it to the US. So funny today, I’m back in, funny today I’m in Kuala Lumpur, Malaysia where I’m joining you for this podcast, where Jackson Wang had a concert here y…

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