The rise and rise of livestreaming retail

THOSE of us of a certain vintage will know of the loud, chatty and very persuasive "aunties and uncles" who would pop up around wet markets and in supermarkets, hawking new-fangled pots and pans, magic cleaners and other gizmos and offering food tastings and cooking demos. Well, surprise: They've gone online too. A new phenomenon has taken the retail world by storm - live-streaming e-commerce.

Larger-than-life personalities, including TV titan Jack Neo, have commandeered screens across Singapore, reeling consumers in and locking down sales. Retail players are moving in as they see the rich potential of live-streaming. In Brunch this Saturday in The Business Times Weekend, we explore the next big thing in online selling and why it works.

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