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":"b1ca28899207f6ad4d7f8b3fa38d93e1","s":"4e3907435ae6d1e2"}
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