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Agenda-setting intelligence, analysis and advice for the global fashion community.

What Will it Take for Livestream Shopping to Work in the West?

This month, Facebook decided to pull back on livestream shopping — a tactic that has failed to gain meaningful traction in the West despite being a wild success in China.
Livestream shopping.
Livestream shopping is still getting its footing in the West. (Bambuser)

Livestream shopping in the West is like a taxiing plane that never manages to take off.

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Further Reading

Who Is Actually Livestream Shopping?

Live selling via streaming video is a smashing success in China but has yet to catch on with consumers in Europe and the US due to several pain points.

Facebook to Shut Down Live Shopping, Focus on Reels

On Oct. 1, Facebook is shutting down its live shopping feature, according to a statement by Meta. Users will no longer be able to host shopping events on the site, create product tags or playlists in videos.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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