As more retailers trial livestream shopping in the UK, Retail Week explores what it could do for Western retail and what can be learned from the Chinese phenomenon.
Livestream shopping has boomed in China over the past five years. In 2020 livestreaming sales reached an estimated £129bn in the country, according to research group iiMedia, now accounting for 20% of its ecommerce sales.
Operating 24 hours a day, for three hours at a time, livestreams sell anything from instant noodles to Gucci handbags and from holiday villas to plastic surgery.
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