Live Commerce: Now Is the Time to Hop on the KOL Train

Influencing meets infomercials

viya huang wei
Chinese network celebrity Viya Huang Wei poses after live streaming on the e-commerce platform Taobao on May 19, 2020 in Hangzhou, Zhejiang Province of China. Getty Images

Imagine attracting 20 million viewers on a livestream and selling 70,000 units of product within four hours. That’s what China-based live commerce influencer Viya Huang recently managed to do. And the product, you ask? Duck necks.

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Sean Choi is a Brooklyn-based strategist.