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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.
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