Global ‘buy now, pay later’ platform Klarna has launched Livestyle, a digital fashion show experience that blends live entertainment and social shopping. As young shoppers seek out new and more sustainable ways to engage with fashion, etailtainment could be the future of e-commerce.

While the retail landscape is becoming increasingly digitised, teleshopping's role and influence have remained relatively unchanged. Tapping into this, Amazon has launched the ‘Amazon Live’ channel to cater to peoples desire for trustworthy and authentic salespeople.

As brand interactions become more seamless, Amazon’s Fashion TV series Making the Cut marks a development in the world of online shopping. Swapping out on-site ordering for on-screen entertainment and competition, it hints at a future blend of reality TV and e-commerce.

Gen Z hypebeasts have been a driving force behind the popularity of ‘buy now, pay later’ schemes and luxury mystery boxes. But why exactly are these services so appealing to the young and affluent? And how can brands adapt their offerings to attract these shoppers in a crowded online marketplace?