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Dec. 16, 2025
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Retail

How live commerce transforms social shopping: McKinsey

August 2, 2021

As social shopping continues to accelerate, live streaming events are becoming an integral part of this transactional channel. Image credit: Alibaba

 

By Nora Howe

Live commerce has proven successful in China and other parts of Asia, and is rapidly spreading to Western markets, indicating it could hold enormous potential for brands and ecommerce platforms.

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  1. ‘The defining theme of 2026 is connection – between people, systems and senses’: The Future Laboratory
  2. Louis Vuitton courts rapper Future as ‘Friend of the House’
  3. Rosewood London opens ski-inspired winter terrace
  4. Raffles, Christofle premiere exclusive dining experience
  5. Ruinart reveals annual Carte Blanche creative collaboration
  6. Longines announces latest Ambassador of Elegance
  7. Luxury Unfiltered: The luxury market will lose the middle ground in 2026
  8. Moncler returns to the slopes for Grenoble campaign
  9. 85pc of recent, pending Gen Z car buyers considering luxury vehicle purchase: report
  10. What’s at the end of the catwalk? Overtime pay, lunch breaks and other worker protections
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