Livestream shopping: How brands can harness this latest e-commerce phenomenon

A seven-step guide to creating effective livestream commerce content.

Livestream shopping has taken China by storm. First practised by e-commerce platforms back in 2016, this year it proved to be an invaluable bridge across the gap between goods suppliers and consumers during the peak of the lockdown caused by COVID-19. During the country’s latest annual shopping festival, livestream shopping generated US$449.5m in sales on 1 July alone.

With content fronted by an influencer – often a celebrity – promoting a product, it might seem like the reinvention of an old-style format: the infomercial. However, that’s where the similarity ends. Livestream shopping content is interactive and viewers can...

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