Popular in Asia for two years now, shopstreaming melds eCommerce with live streaming in an effort to humanize the online shopping experience. Shopstreaming involves real-time video showcasing of merchandise, often with an influencer serving as the sales-person.

Major online retailers are increasingly featuring shopstreaming sessions on social media, while social media companies are making it easier for smaller e-tailers to host their own shopstreaming sessions. Not only do consumers enjoy the more personal nature of shopstreaming, but chat functions allow for real-time interaction with salespeople to answer questions or learn more about the product(s) featured in a shopstream.