Opinion: The next frontier of shopping will be livestreamed

A livestreamer talking to the viewers of their livestream called ShopShops, a Chinese startup that livestreams QVC-style events from American fashion boutiques. Livestreaming will take hold outside China to the extent that retailers believe it can keep their businesses going in a time when people want to avoid crowds. — Los Angeles Times/TNS

Years before Covid-19 reared its hideous head and gave the world an urgent reason to shop from home, retail influencers were livestreaming inside of boutiques, offering product closeups and even trying on clothes, shoes and jewellery for an online audience. In 2017, livestreaming marketplace ShopShops sold a viewer a second-hand Birkin bag for US$14,500 (RM62,313) – no returns accepted.

Livestream shopping has been wildly popular – in China, that is. People there are used to watching other people livestream almost everything they do: cook, play or just sit and eat dinner. Smartphone viewing offers a form of entertainment and human connection.