The trend comes from China, where what is known as "live video shopping" now generates about 15-20 percent of e-commerce, which is equivalent to around 200 billion dollars a year.
That's what Tom Xiong, an entrepreneur and tech expert who runs the podcast "The Digital Dragon" says.
- Live video shopping is the biggest thing that has happened in the trade since the smartphone came, he says.
Sars and corona
In China, it broke through during the SARS epidemic and now that the corona pandemic has emptied shopping centers and stores around the world, "live video shopping" has hit globally, so also in Sweden.
The fashion company Boozt, headquartered in Malmö, is one of the latest in a series to test the new concept.
- We usually communicate with our customers digitally and now this is what is in the call.
We think it is a fun way to be able to test and hope to be able to inspire in a different way than we do in our daily communication, says Sanda Gadd, CFO at Boozt.
Swedish stock market winner behind the technology
Behind the technology that many companies use, which is to send with a mobile phone, is the Swedish company Bambuser, whose share has risen over 700 percent on the stock exchange in the past year.
- Since the corona came, we have had a huge boost.
We have a digital tool to help everyone in retail sell even though the stores are closed, says Maryam Ghahremani, CEO of Bambuser.
And Bamboos are far from alone.
The company Zellma, which has built a giant greenscreen studio, is investing in "live video shopping" in large format.
- We try to take what is nice in the physical store and transfer it digitally.
So even if you can not go into a physical store, you can go into a digital store, says Zellma's CEO Pål Burman.