LiveShopping: Retail: Why is “live e-commerce” a hit in China?

“Live shopping”, a new generation of tele-shopping, has found spectacular success in China for almost a year. As Chinese consumers grow ever fonder of live streaming, brands and retailers have quickly understood the potential of this new communication channel. E-commerce is steadily invading these videos, regardless of whether it is via a fashion show or internet celebrities reviewing the latest cosmetic products via video; enabling Internet users to buy what they see on the screen in real time.

Live streaming is gaining popularity in the West too, thanks to Facebook Live. In China, the live-streaming craze has been around for more…

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