The shopping channel as formula has been largely unaltered since it emerged in the heady consumerism of Eighties America, hooking in thousands of viewers desperate for everything from a new fridge to a necklace.
Legions of smiling salesmen extolling the virtues of hoovers, ovens and hairdriers on the likes of QVC might feel like a throwback, but they have long proved immune to the sweeping changes wrought elsewhere by the internet age.
Now, however, the digital world is finally catching up.
Live shopping, as it is known, allows for browsers to view a far wider variety of wares through streaming.
“Think of it as a reimagination of QVC,” early adopter David Feng said during a live TV interview on Bloomberg two years ago. In 2019, Feng’s live shopping