People no longer ‘go shopping’ and the traditional purchase funnel has been irrevocably disrupted. Every interaction is an opportunity to guide a consumer towards a sale but equally they are looking to be engaged and entertained along the way. As we have seen in China, Live Streaming is a lucrative endeavor. McKinsey reports the value of China’s live-commerce market grew at a compound annual growth rate of more than 280 percent between 2017 and 2020, to reach an estimated $171 billion in 2020. Sales there are anticipated to reach $423 billion by 2022. The US figures are quite lower- showing the live-commerce industry is expected to exceed $50 billion in annual U.S. sales by 2023, according to eMarketer.