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.

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?

As people seek meaningful connections in their daily lives, some retailers (and resellers) are filling a gap by providing a social narrative for shoppers, whether that’s by letting them sell to peers, showcasing the stories about products, or acting as a conduit for customers to meet each other. They’re not just offering a transactional space online or offline, they’re offering a sense of community.

Pinduoduo is an app that’s turning the tide on China’s e-commerce sector. Working at the intersections of artificial intelligence, livestreaming, and social shopping, the tech brand is innovating the landscape of social commerce and giving the big names some competition.