Retail
August 2, 2021
As social shopping continues to accelerate, live streaming events are becoming an integral part of this transactional channel. Image credit: Alibaba
By Nora Howe
Live commerce has proven successful in China and other parts of Asia, and is rapidly spreading to Western markets, indicating it could hold enormous potential for brands and ecommerce platforms.
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","iv":"ba5d3e8ab6fa6a0228fc41e48c3b9b35","s":"322b6c114967042e"}
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