Live-streamed shopping has experienced huge success in China among young consumers, prompting brands around the world to pay attention. But why exactly is this mode of browsing and buying so appealing? And how can businesses use this medium for more than just marketing products?

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?

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.

Similar to Instagram and Facebook, YouTube is letting advertisers add shoppable products to their video ads. People often discover products via YouTube, and as e-commerce grows during the pandemic, this feature is designed to create a frictionless experience, from discovery to purchase.