E-commerce companies in South East Asia are taking inspiration from China’s ‘shoppertainment’ trend to sell goods during live streams.

Lazada and Shopee are among those that believe live stream e-commerce shopping can greatly help brands and sellers can connect with audiences in South East Asia. As Amazon’s Twitch creates shoppable experiences in the west, in China, Alibaba is seeing great success also turning e-commerce into entertainment on a grand scale.

A spokesperson from Alibaba-owned Lazada tells The Drum it can learn from its parent, Alibaba’s Taobao, which has long turned static images on webpages into a real-life, real-time product review.

“Live streaming helps to bridge the omnichannel retail gap as consumers no longer need to visit a physical store to see a product, speak to a store attendant and fulfill the order,” the spokesperson explains.

“All of this can be done online. In fact, live streaming could potentially offer greater convenience to shoppers and buyers who can communicate and transact from the comforts of their homes or on the go. It has even helped rural farmers gain more visibility with online shoppers.”

Taobao doubles as a content community as it is home to over 4,000 live stream hosts, who generate 150,000 hours…

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