This year, you might have noticed a trend: livestreams and on-demand video with shopping features built right into the viewing experience. You can see it everywhere from TikTok to the Victoria Secret fashion show. This new form of ecommerce creates frictionless purchasing opportunities for customers, but how does it really work for the businesses doing the selling?

In this episode, Nicola and Mathieu take over the podcast to explain exactly how it works. Drawing on their respective expertise in marketing and supply chain technology to explain how a product goes from your screen, to your doorstep.