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Live Shopping – Does it leverage FOMO ?

So I was reading about this live shopping thing that apparently has exploded in popularity in China and also gaining steam in S. Korea, Vietnam, etc. But I don't understand one thing. If I consider, say Amazon, I can order from Amazon at any time of the day, as per my convenience. Can I order things in a live streaming platform at any time of the day outside of the stream? If so, then why would I want to set aside time for joining a livestream?

submitted by /u/Maverick_Millenial
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