This article details the growing trend of live shopping, a form of e-commerce where consumers can interact with sellers through live video streams, and its rising popularity outside the Asia-Pacific region, where it has long been a successful retail format. Kelsey Krakora, a former steakhouse worker, became successful in selling clothes on platforms like Whatnot and Poshmark. Live shopping is seen as an engaging alternative to traditional retail experiences, creating a community where shoppers can interact with sellers and each other. Major brands and platforms, including Nordstrom, Kit Kat, Samsung, L’Oreal, Amazon, eBay, TikTok, YouTube, and Instagram, are all experimenting with live shopping. Some industry experts, however, remain skeptical of its long-term appeal in markets with high store densities, such as in the US. Nevertheless, brands like The House of Amouage are using live shopping to better understand their consumer base and to tailor their product offerings.

Source: https://www.bbc.com/news/articles/cwydv40g892o