Retailers, brands try to replicate China’s success with livestreaming

Retailers, brands and tech companies are betting that livestreamed shopping do well in the U.S. following significant success in China and other Asian nations. Ekta Chopra, chief digital officer at e.l.f. Beauty, said that her company’s use of livestreaming to date hasn’t shown it to be “huge in terms of being a revenue generator; it’s huge in terms of engagement.”