(May 29): As a retailer, how do you reach millions of customers locked down in their apartments? Livestreaming e-commerce has emerged as one of the hottest trends in marketing and can change the retail landscape, if it is sustainable.

However, the emergence of livestreaming is too Covid-19-specific to predict how it will develop on a macro level. The challenge going forward is to replicate the face-to-face shopping experience and the interaction, and not just rely on the entertainment factor. The transition from entertainment to actual sales will not be easy though.

Livestreaming has its origins in e-games where it makes sense because it generates multiple revenue streams. Platforms such as Twitch make money off ads, subscriptions, and also take a cut from in-app transactions. Adjusting this model to a broader sales audience remains a challenge.

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