AliExpress, the Chinese marketplace platform owned by Alibaba, invites UK influencers to try livestreaming e-commerce. The new livestream service, which will operate through a partnership with Vogue Business, allows shoppers to interact with local models, actors, and TV personalities. Former Love Island contestants Olivia Attwood and Kady McDermott are part of the ‘It Girls’ mini shop programme.

 

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These influencers host livestreaming videos, selling various products and earning commissions on sales made via their streams. Additionally, they have the opportunity to develop their own fashion collections through a competition later in the year.

“Livestreaming is a fast-growing trend that has completely blurred the line between entertainment and shopping, created a new phenomenon known as ‘shoppertainment.’ Tapping into shoppers’ thirst for digital content and online interactions, it is quickly becoming one of the most effective ways for businesses to sell to and engage customers. As one of the pioneers of this trend, we hope to roll this business model out across our key markets to help both content creators and our sellers to take advantage of this exciting new trend,” said Wang Mingqiang, the General Manager of AliExpress.