Singles’ Day: Livestreaming e-commerce draws in viewers using giant pancakes, VR gaming and other gimmicks

Sellers use livestreaming to sell everything from bags of sweet potatoes to Cartier jewellery during annual Chinese shopping festival, the largest of its kind. Livestreaming e-commerce sees a burst of activity this year after getting a boost from the Covid-19 pandemic. — SCMP

Livestreaming e-commerce has finally stepped into the spotlight this year during China’s Singles’ Day, the world’s largest shopping festival that takes place annually on Nov 11. Consumers have been increasingly turning to live streaming to see demonstrations of products during the Covid-19 pandemic, which limited shoppers’ ability to check out products in person.

In one livestreaming channel during the festival, a man selling chopping knives showed himself sharpening the cutlery in what looks like an old blacksmith workshop. In another channel, a young woman displaying a clothing line changed outfits on camera, briefly appearing in her underwear before her virtual audience.