Home Economy Amazon India ties up with influencers for ‘live-stream shopping’ to drive festive...

Amazon India ties up with influencers for ‘live-stream shopping’ to drive festive season sales

Live-stream shopping events are hugely popular in China, with the feature being used by Alibaba Group Holding's Taobao & Bytedance's Douyin and driving millions of dollars in sales.

File photo of the Amazon logo pictured inside the company's office in Bengaluru | Reuters/Abhishek N. Chinnappa
File photo of the Amazon logo pictured inside the company's office in Bengaluru | Reuters/Abhishek N Chinnappa

Bengaluru: Amazon.com Inc on Friday rolled out a live-streaming video feature for promoting products on its shopping platform in India, employing a format already popular in China to drive sales in Asia’s third largest economy.

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 hugely popular in China, with those on Alibaba Group Holding’s Taobao and Bytedance’s Douyin driving millions of dollars in sales.

YouTube in July also expanded live-stream shopping by permitting eligible creators to link their Shopify Inc 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.–Reuters


Also read: Govt signs MoU with Amazon to provide training, jobs to people with disabilities in e-commerce sector