Home shopping television has been rebooted for the digital era in the form of ecommerce live streams
Sports brands including Panini and Tottenham Hotspur are testing the format’s potential
China and Asia are the growth centres currently, but worldwide adoption looks likely
Ecommerce live streams are a growing phenomenon in online retail in Asia. Online retail platforms and brands are creating live video content to showcase their wares and drive sales in what is a digital-era reboot of home shopping television. Sports businesses are starting to dip their toes in the water.
China is a hotbed of activity in the emerging sector. It is the leading ecommerce market globally, with a mind-boggling $1. 9tn (€1.
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