Stockholm-based Bambuser is entering the Chinese market through a partnership with Zara, integrating livestream shopping into the fashion retailer’s e-commerce channels. This collaboration coincides with Zara’s ‘Chinese New Year’ collection, which launched on January 9th and is now available for purchase via shoppable livestreams. The move reflects a broader industry trend, as brands increasingly shift from third-party marketplaces to direct-to-consumer (D2C) models. Given that over half of Chinese consumers shop through livestreams, the partnership allows Zara to adapt to local digital commerce habits while Bambuser extends its technology into one of the world’s largest live shopping markets.
Bambuser specializes in video commerce solutions, enabling brands to integrate live shopping and interactive video experiences into their digital channels. Originally founded in 2007 as a livestreaming pioneer for news agencies, Bambuser shifted its focus to e-commerce in 2019, developing a platform that allows businesses to engage customers through shoppable videos and real-time interactions. Headquartered in Stockholm with offices across major global markets, the company works with over 250 brands, helping them enhance direct-to-consumer (D2C) strategies and adapt to evolving online shopping behaviors.
Utilizing Bambuser’s technology to integrate live shopping across its digital channels, Zara enhances its direct-to-consumer (D2C) offering, while also reinforcing its position as a retail brand at the forefront of innovation.
In China, over half (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 platforms” said Maryam Ghahremani, CEO of 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. Its success was undoubted, with thousands of customers drawn in by the appearance of supermodel Cindy Crawford and her daughter, Kaia Gerber.
Today, Zara reinforces its collaboration with Bambuser as it leverages the platform to produce livestreaming experiences across the Chinese market and transform its online shopping ecosystem.
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