Oh boy, have you heard about the latest trend from China? No, it’s not a new type of noodle or a funky dance move. It’s a little something called live streaming e-commerce, and it’s taking the internet by storm. Apparently, half of China’s massive population have given it a go. Meanwhile, us Westerners are still trying to wrap our heads around TikTok.

Picture this: a shopping channel, but with a twist. The hosts don’t just ramble on about how amazing the product is, no sir! They make you feel like your life depends on buying whatever they’re selling. It’s like watching a cross between an auctioneer and your eccentric aunt who’s had one too many glasses of wine. Oh, and they throw in some jokes and personal stories for good measure.

But what’s in it for you, the viewer? Well, besides the convenience of never having to leave your house and face the terrifying outside world, you get to play director to your own personal shopping channel. Want to see that dress in a different color? No problem, just ask the host and they’ll show you. Curious about the expiration date of those chips? They’ll let you know, all while keeping up their sales pitch. It’s like having a personal shopping assistant, but without the awkward chats in the changing room.

It’s not just limited to cosmetics and kitchen appliances. Nope, even car dealerships and property developers are jumping on the bandwagon. And don’t think global brands like Ikea and Louis Vuitton will miss out on a chance to make some dough. They’ve even hired China’s finest online influencers to spruik their wares. But don’t worry, it’s not just for the big dogs of the business world. Even plucky farmers and retirees are getting in on the action. Anyone can join the fun, as long as you have a webcam and a talent for making people buy stuff.

Serious News: nytimes