According to Meltwater, more than 1.4 million social media conversations around livestream shopping took place in Southeast Asia last year, doubling the same period in 2020. A study by iKala also revealed that 33 percent of Singaporeans who shopped on social media platforms in 2021 did so because of its engaging experience, such as through live-selling. 

While live shopping may be one of the hottest ecommerce trends now, it seems like only smaller sellers are taking advantage of the trend, with many bigger online retailers still unsure of the impact of live shopping.  

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