While traditional online advertising and e-commerce still account for most of online sales, there are new ways of reaching to and interacting with consumers that are likely to change some of the industry dynamics

Despite e-commerce being around for more that 20 years now, the overall customer browsing experience connected to shopping has not evolved dramatically, which is still reliant on an active search-and-buy process

We see fundamental changes in consumer behaviour and how buyers’ decision-making is made, which are providing the opportunity to build a new type of shopping experiences for consumer products

Fuelled by the growth of influencers and online celebrities, established social media platforms like Instagram or Facebook are now introducing ‘social shopping’ by which these platforms allow consumers to directly buy through posts or publications of companies and influencers

This new model is called Live Shopping or Live Stream Shopping and allows sellers to stream content about products or services that users can buy on the spot. Like traditional TV advertisements, live shopping allows social media content providers to advertise products that users can buy online while delivering non-commercial content that users want to see