Examining the Hype Around Live Stream Social Commerce: Is It a Game-Changer or a Passing Fad?
Live stream shopping has been growing in popularity in recent years, particularly in the FMCG retail industry. The QVC-style e-commerce offering allows customers to watch live videos of a product being demonstrated or showcased by a host or influencer, and purchase the product directly from the video stream. One of the initial drivers of the…