Online live selling has been a retail phenomenon for years in China but has been slower to catch on in the U.S. TikTok sellers are hosting marathon 12-hour shopping livestreams - Los Angeles Times ...

Numerous factors will play into the sales process, which the estate of Paul Allen said could last well into next season.

China’s market for live selling — shopping via livestreams — is worth over €700bn. Now Europe's building its own version.