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Stream and shop: Zalora leans into live streaming

Southeast Asian online fashion and lifestyle retailer Zalora is leaning into livestreaming to drive sales through a new in-app platform called Z-Live. Recently launched in conjunction with Zalora’s Big Fashion Sale, the platform allows consumers to shop while viewing content and enables two-way communication between shoppers and the brand. This interactive shopping model is part of a broader strategic plan at Zalora to bring together content, social and commerce to create engaging experiences.