Learn how to market with the modern consumer’s wants and needs in mind at Commerceweek, July 11–12, with brand leaders from Visa, Uber, TikTok and more. Sign up now to save 35%.
It seemed like every other retailer ventured into shoppable livestreaming this year as a trend that has already overtaken online shopping in Asia gained a firmer foothold in the United States.
From Walmart’s partnerships with platforms like Twitter and TikTok to new influencer-led channels at Saks, Zappos and Nordstrom, 2021 was a year of experimentation when it came to creating new spaces for influencers to peddle products over real-time video. But experts say the trend still has a long way to go here in terms of consumer adoption and availability before it becomes the same phenomenon as it has in China, where the concept first originated a few years ago.