i caught up with hitha herzog, retail analyst and author.nks forjoining us on talking business. it's great to be here. livestream shopping started in china in 2016 and then really took off during the pandemic. what is it about livestream shopping that is so attractive to shoppers, particularly in china? there are a couple of things that are very attractive about live streaming shopping, and one of them is the fact that you can see the product on the person that's actually trying to sell you the product. another thing is also the fact that the product is very specific to the people that are looking to buy that product. and there's also a chat option when you are live shopping and it's streaming to you that you can communicate with that person that's selling you the product. all of those things make it a 360 shopping experience that consumers are really adhering to. so just how seamless is it? is it a case of having your card ready and you just buy right there and then? or is it more complicated than that? it really depends on that live stream