Sam Blumenthal

Livestream shopping is an emerging trend that combines livestreaming, a feature that can be found on a majority of social media platforms, with the ability to purchase products directly from the livestream. In this way, it provides consumers with a more engaging experience than just clicking and filling a virtual shopping cart. Livestream shopping... See more

Brands’ original livestreams, as opposed to those created by influencers, have surged since 2019, as an increasing number of brands have mastered the popular medium to connect with Chinese consumers. Some companies have even invited celebrities or their CEOs and senior executives to appear on camera to answer viewers’ questions. Others, like Dior... See more