What comes to mind when you think of livestreaming? In the U.S., most people would name their favorite celebrity leading a Q&A on Instagram or a gamer doing a speedrun on Twitch. In China, it’s shopping, streamed live. Livestream e-commerce has...

As an innovation that has a projected sales value of $423 billion in China for 2022, and a growing presence across the US, the ‘Live Shoppable Video’ phenomenon has become a lucrative marketing strategy for retail brands. The UK and...