Spanish deal platform Chollometro hosts its first-ever livestream in China. [Photo/Tide News]

Chinese e-commerce platforms and brands are accelerating their global expansion during this year's overseas 618 shopping festival, launching livestream sales campaigns across 14 countries to boost international reach.

At Alibaba's Xixi campus in Hangzhou, Spanish deal platform Chollometro hosted its first-ever livestream in China, with presenters Juan Jose and Carlos preparing broadcasts for audiences across Europe. The platform, which functions as a community-driven discount hub, has now partnered with AliExpress to promote Chinese products through livestreaming on YouTube, Twitch, Instagram, TikTok and its own website.

Unlike its traditional deal-sharing model, Chollometro is now actively promoting Chinese brands via real-time commerce. Several featured products reportedly sold out within minutes of going live, prompting immediate restocking.

AliExpress has also built a global livestream network involving more than 100 overseas influencers across Spain, France, Italy, Poland, Germany, the United States and Brazil. In total, Chinese products are being promoted through livestreams in 14 countries, covering sectors including tech, fashion, home goods, and automotive supplies.

The campaign features around 60 Chinese brands, including Xiaomi, Li-Ning and Tineco. Some international influencers have even visited China to tour factories and platforms, highlighting production processes and livestream operations to their local audiences.

Industry executives say the strategy reflects a broader shift toward content-driven e-commerce, where livestreaming and influencer marketing help build trust and accelerate consumer engagement in overseas markets.

AliExpress works with Chinese brands on a promotion tour around London. [Photo/Tide News]