The availability of high-speed low-cost mobile data and cheap smartphones has led to a gradual push to online businesses. In 2016, Alibaba popularised a shift from vanilla e-commerce to interactive consumer-to-consumer (C2C) retail through live streaming.
COVID-19 has quickened the pace of the shift with consumers preferring to shop online.
In this edition of the Explained series, Moneycontrol's Shraddha Sharma explains what e-commerce live streaming is and if it is the future of e-retailing.
Watch the video for more.
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