Live streaming continues to become more and more popular in the online world. Viewers seem to be more interested and engaged while watching live videos compared to videos on demand. Due to its effectiveness and popularity, brands within Asian countries and not only decided to sell their products in a virtual environment, the so-called ‘Live Stream Shopping’ (LSS). Owned by Alibaba, Taobao Live has dominated the market so far, selling more than $15 billion in gross merchandise volume in 2018. In response, Amazon developed its own Live Stream Shopping channel, entitled ‘Amazon Live’, which is expected to change and introduce the US market to a different shopping approach.