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

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.
A livestream studio in Shanghai.
A livestream studio in Shanghai. Getty. (HECTOR RETAMAL)

Vishal Sapra, 37, said he got hooked on QVC as a kid, staying up past his bedtime and channel surfing until he stumbled upon the shopping network.

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