Financial TimesFinancial Times

Social media’s big bet: the shopping revolution will be livestreamed

By Cristina Criddle

11 Aug 2022 · 10 min read

Editor's Note

You should read this feature to understand why live e-commerce on social media platforms will soon become the next big trend given China's success with the format.

Manrika Khaira regularly broadcasts live on TikTok to her following of more than half a million people. She uses the social media platform to demonstrate how she gets ready in cheerful tutorial-style videos, while marketing cheap or discounted beauty products.

In one livestream, testing out some heated hair crimpers sent to her, she realises her dark locks are burning and quickly snaps out of her smiley routine to warn those tuning in.

Sign in to informed

  • Curated articles from premium publishers, ad-free
  • Concise Daily Briefs with quick-read summaries
  • Read, listen, save for later, or enjoy offline
  • Enjoy personalized content
Or

LoginForm.agreeToTerms