Livestream Shopping Expands Globally as Retailers Join Content and Commerce ...Middle East

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As consumers around the world look for more engaging purchasing experiences, livestream shopping is expanding internationally. Zara, for instance, is reportedly expanding its live shopping to the United States, United Kingdom and Europe after seeing a sales increase from its streams in China. In April, Amazon launched an Amazon Live streaming channel on its Prime Video and Freevee platforms with shoppable content featuring celebrity talent. “[We’re] making shoppable entertainment more accessible, interactive and engaging than ever before,” Wayne Purboo, vice president of Amazon Shopping Videos, said in a statement at the time. The month before, Alizila, Chinese multinational retail giant A

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