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Size, colour and smell: Livestreaming rings up big sales in China

Zhang Dayi tugs at the sleeve of her grey sweater and rubs the material as 2.3 million viewers watch her every move.

“This sweater is lined on the inside with fleece, so it’s very warm, is that correct?” she says, later pausing for a few seconds to look at the questions streaming in from viewers on her phone.

“I can show you the back: if you like it remember to add it to your basket!” she says.

Zhang, a popular influencer in China, is the face of a new way of shopping in the country, sweeping retailers in a boom dubbed ‘live commerce’ – the convergence of e-commerce and livestreaming.

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