Shopping's live and lively

In recent months a large number of domestic e-commerce platforms, including industry giants, have started to test the waters of live and recorded netcast services, in order to boost their sales.

Online marketplace Taobao.com soft-launched a show of its own. Not exactly live and interactive, the service offers recorded video clips produced by online celebrities.

Cosmetics e-tailer Jumei.com rolled out its live online channel in November. It beams four live shows of user-generated content every day. Online celebrities interact with users during the live shows, and introduce skincare and cosmetic products. They also offer tips on using the products. Viewers offer rewards, the source of income for the celebrities.