Bloomberg

Livestreams are the future of shopping in America

TalkShopLive, which debuted in 2018, is still small as it approaches 2 million users, but sales are up about sevenfold during covid-19. Foto: Colourbox

E-commerce in the U.S. is on the cusp of big change.

A quarter century after Amazon's founding, shopping online in America is largely the same experience: People click around a website and buy stuff. But this next phase promises a major evolution, by intertwining streaming video, social media and celebrity into a shopping experience that has the potential to further disrupt an already-battered retail industry...

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