Everything you need to know about livestream selling in the West: What’s working, what’s wonky and who’s winning

Jacob Lovewell and Ellie Garden

Explores the opportunities and challenges of livestream commerce.

“Who needs four epilators?! I don’t know why my dad got me these,” isn’t a sentence that I ever expected my friend to say – but hand on heart she did. Such is the power of a good shopping channel.

Television shopping in the UK is in good shape. Market leader QVC says that it is worth $8.7bn1. 93% of worldwide sales come from repeat and reactivated customers. ISD – the company behind competitor channel Ideal World ­– reported a surge in pandemic sales by 16%, generating £2.2m profits2.

It’s clear that my friend’s dad isn’t...

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