Online influencers turning clicks into cash

Brands are teaming up with internet celebrities, fashionistas and beauty experts to engage with potential clients, drive sales

Despite being the founder of Alibaba Group, the world's largest e-commerce company by transaction volume, Jack Ma doesn't seem to know much about selling lipstick.

In a video that went viral ahead of last year's Nov 11 promotion - a global shopping festival established by the online retailer - Ma pitted himself against Li Jiaqi, a broadcaster known for endorsing and selling lipsticks through live broadcasts and short-form videos. In the allotted time, Li sold 100 times as many lipsticks as the business guru.