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Live-streaming, Still Niche, Grows as a Tool for Retailers

Amazon Live is a prominent example of how interactive video shopping, popularized by TV networks like QVC, has moved online.

Although e-commerce livestreams are still a niche enterprise in the United States, they are big business in China, where they drive about 9% or $63 billion, of the country’s online market. Kim Kardashian West went on a popular Chinese influencer’s stream and sold out her perfume stock within minutes after 13M tuned in. At least one Chinese college offers e-commerce live-streaming as a degree. 


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