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Live stream selling is a newer form of e-commerce that is changing the way consumers around the globe shop. This new way of shopping allows businesses of any size to demonstrate and display their products to a much larger audience than traditional shopping. As restrictions continue because of the pandemic, many consumers are turning to live stream selling as a way to stay connected and receive a more authentic way of shopping that can be done from anywhere. Consumers have continued to look for an interactive and personalized experience throughout the pandemic. Businesses can provide this experience through live stream services such as TaoBao or Tmall, and even Instagram, Facebook, or Amazon.

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As the Coronavirus pandemic continues to surge uncontrollably, several countries are going back on lockdown and the retail industry is still trying to figure out how to reinvent themselves to standout as the world becomes more digital. The pandemic has put many brick and mortar businesses in a difficult position with a decrease in in-person shoppers and websites that have not been updated or modified in many years. Consumers are not necessarily looking for stores that have the best goods or services, but for stores that can make them feel safe and comfortable with in-person and online shopping options.