On a warm spring evening in New York, dozens of people gathered on a rooftop in midtown Manhattan to sip fruity cocktails and chat. Shortly after the happy hour began, a woman stepped away from the crowd and went to work.

Standing between a backdrop of fake greenery and an iPhone attached to a ring light, she put on an auctioneer’s voice and implored her audience to buy a used sweater.

“Let’s get this to $67, you guys,” Iva Lazovic said, smiling and stepping toward the camera. “This is so cute. It’s Lululemon. You are never getting it lower than this […]

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The Companies Trying to Make Live Shopping a Thing in the U.S.

The market for selling goods in real time online is relatively small, but a number of start-ups and big tech names are betting American consumers will catch on. Amazon has enlisted celebrities and influencers like Paige DeSorbo to sell products in highly produced live segments.Credit…Gili Benita for The New York Times May 10, 2023, 5:00 a.m. ET

On a warm spring evening in New York, dozens of people gathered on a rooftop in Midtown Manhattan to sip fruity cocktails and chat. Shortly after the happy hour began, a woman stepped away from the crowd and went to work.

Standing between a […]

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By Donato