Amazon.com has launched a live-streaming video feature for promoting products on its shopping platform in India.
The company has tied up with social media influencers to host live-streams during which they can interact with customers and also offer limited period deals.
Live-stream shopping events are popular in China, with those on Alibaba Group’s Taobao and Bytedance’s Douyin driving millions of dollars in sales.
YouTube in July expanded live-stream shopping by permitting creators to link their Shopify profiles, allowing viewers to complete purchases without leaving the video platform.
“With Amazon Live launch, we want to make the shopping experience exciting and meaningful for our customers,” said Kishore Thota, director, customer experience and marketing, Amazon India.