Bambuser Enters China, Partners with Zara for Live Commerce
Bambuser enters China as it works with fashion retailer Zara on livestream and video commerce strategy.
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Bambuser has announced its first launch in China with a dedicated platform for Zara that integrates livestream shopping and video commerce across its ecommerce channels.
The partnership is timed with the launch of Zara’s ‘Chinese New Year’ collection, which was launched on 9 January, and is available for purchase through shoppable livestreams.
In China, 54.7% of consumers shop through livestreams, according to the 53rd Statistical Report on China’s Internet Development. Bambuser’s platform enables brands to integrate shoppable videos and livestreams across their online channels.
“China is the dominant market for live shopping, which is traditionally run on marketplaces and third party platforms. However, brands are increasingly shifting toward direct-to-consumer (D2C) strategies to offer the same engaging live video shopping experiences on their own platform,” said Maryam Ghahremani, CEO at Bambuser.
“Zara is one such brand embracing this shift, and our expansion into this market is empowering Zara and other brands on their D2C journey, enabling them to deliver seamless, high quality livestreams directly to their audiences in every channel.”
In 2024, Zara teamed up with Bambuser to launch ‘ZaraStreaming,’ a debut livestream shopping event that allowed western-based consumers to buy directly from a live video experience. The pair lay claim to thousands of customers being drawn in by the appearance of supermodel Cindy Crawford and her daughter, Kaia Gerber.
