Fashion giant Zara has teamed up with Swedish video commerce pioneer Bambuser to introduce a livestream shopping platform in China, marking a significant expansion of its digital strategy in one of the world’s largest e-commerce markets.
Timed with the release of Zara’s much-anticipated *Chinese New Year* collection on January 9, this new feature allows customers to shop directly from livestreams, bringing an interactive and innovative experience to their online shopping journey.
“China is the dominant market for live shopping, and brands are looking to connect directly with their customers,” said Maryam Ghahremani, CEO of Bambuser. “Our partnership with Zara empowers them to deliver high-quality livestream shopping experiences on their own platform, setting the stage for a new era of D2C engagement in China.”
China has long been the global leader in livestream shopping, with over half of consumers (54.7%) using the medium to shop, according to a recent report on China’s Internet development. Traditionally dominated by marketplaces and third-party platforms, livestream shopping is increasingly moving toward direct-to-consumer (D2C) channels—a shift Zara is now embracing through its collaboration with Bambuser.
This isn’t Zara’s first foray into livestream commerce. In 2024, the brand launched its *ZaraStreaming* initiative in western markets, featuring supermodel Cindy Crawford and her daughter, Kaia Gerber. The campaign was a massive success, attracting thousands of viewers who shopped live during the event.
Building on that momentum, Zara is now leveraging Bambuser’s advanced technology to expand into China, a move expected to further solidify its reputation as an innovative retail leader.
Bambuser, headquartered in Stockholm, is the world’s leading video commerce company, serving over 250 brands across more than 40 countries. Originally founded in 2007 as a livestreaming pioneer, the company shifted its focus to live shopping in 2019, becoming the go-to partner for major brands looking to integrate video into their digital strategies.
[…] In January 2025, Fashion giant Zara has teamed up with Swedish video commerce pioneer Bambuser and launches livestream shopping for chinese new year. Maryam Ghahremani, CEO of Bambuser stated, “Our partnership with Zara empowers them to deliver high-quality livestream shopping experiences on their own platform, setting the stage for a new era of D2C engagement in China.”(Source: https://scandasia.com) […]