As livestream shopping gains popularity in China, local internet company Tencent Holdings Ltd. is looking to take a larger slice of the action by integrating its video and e-commerce platforms.

Similar to TV shopping channels but with a faster route to checkout, “live shopping” was popularized by Alibaba Group Holding Ltd.’s Taobao, China’s largest e-commerce platform. Almost a third of internet users in the country have purchased goods via live broadcasts that link directly to product webpages, data from the Cyberspace Administration of China shows.

Recent Chinese shopping festivals have shown how effective livestreaming can be in converting…

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