Tag archives: 'retailtainment'

E-commerce via livestreaming has witnessed robust growth in China amid the COVID-19 pandemic and became a driving force during this year's Singles Day shopping carnival. I logged in to the livestreamed sales show of Viya, a top Chinese livestreamer or key opinion leader on Alibaba's e-commerce platform Taobao, at about 10 pm on Oct 20. I tried to stay rational, but some presale commodities with steep discounts recommended by Viva stimulated my desire to shop. Soon, my online shopping cart was stuffed with a woolen sweater, a pair of shoes, cosmetics, and skincare and baby products. I placed a small