Whatnot And Live Shopping: Fashion’s Product Page Becomes A Person [Forbes]
Alibaba Group Holding Limited American Depositary Shares each representing eight Ordinary share (BABA)
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Source: Forbes
As we scan our social media feeds on our phones, we are constantly being served some version of commerce disguised as entertainment - a “what I ordered vs what I got” reel, a creator unboxing a haul, or a get-ready-with-me video. Fashion retail has already been living inside video for years, and now Whatnot's live shopping app is poised to grab the majority share. The classic e-commerce product page (flat images, rigid sizing charts, templated copy) was never a natural home for something as tactile, social and identity-laden as clothing. It is an interface built for certainty, applied to an industry built on nuance; now live shopping is the market that aims to address this mismatch. I view this change as a potential infrastructure shift, not just a clever gimmick. This is why live shopping giant Whatnot 's rise matters to Western fashion right now; not simply because “live shopping is growing” (it is), but because it reveals what the next product page, the next returns strategy,
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