Livestream shopping is (still) gaining ground in the U.S.—and the platforms for hosting events are growing, too.

Livestream shopping is (still) gaining ground in the U.S.—and the platforms for hosting events are growing, too. This year, livestream shopping has experienced a significant amount of growth as more fashion and beauty brands adopt the concept (our shopping and retail data shows that 57% of Gen Z and 69% of Millennials are interested in livestream shopping). The platforms for hosting livestream shopping events are also growing, and it’s important to understand the nature behind each. NTWRK is like “QVC for hypebeasts,” according to the WSJ, as it blends entertainment and commerce; Bambuser allows brands to livestream straight from their websites; and social media platforms including Instagram, TikTok, and YouTube have been entering the space and working with a variety of brands from Outdoor Voices, to Walmart, to Saks Fifth Avenue, and more in the fashion / beauty / lifestyle categories. While livestream shopping’s popularity in the U.S. hasn’t matched that of China’s just yet, the amount of players in the space signal that this type of shoppable content could be an even bigger boon for brands throughout the next year. (Glossy)