Already popular in China and South Korea, shoppable live streaming is becoming a way for US beauty brands to tempt consumers while in-store shopping remains limited. And with personalized elements that enhance the experience, this type of shopping looks set to stick.

Walmart has partnered with TikTok to launch the platform’s first shoppable live-stream event. It's yet another example of how the worlds of digital entertainment and e-commerce are beginning to collide as retailers look for ways to spice up their paths to purchase.

A pandemic success story, Canada-born multinational e-commerce platform Shopify is positioning itself as the company that puts the power back into the hands of small to medium-sized independent businesses, especially those that have long faced stiff competition from Amazon.

The inability to try products in person has long been a barrier to buying beauty online, but with stores closed due to the COVID-19 pandemic, people have become increasingly reliant on e-commerce. How are brands innovating their e-tail offerings to both enhance discovery and assuage concerns?