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Zappos is the latest retail brand to join the shoppable livestream fray through a new partnership with influencer-based broadcasting startup Buywith.
The Amazon-owned shoe seller will invite select social media influencers, content creators and bloggers to promote products to their followers via livestreams of themselves shopping on the site, for which they will receive a commission on any sales. The deal kicked off with a stream from model Hailey Bieber’s stylist, Maeve Reilly, in which she browsed Zappos’ site and shared her recommendations.