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Agora launches marketplace to connect customers and brands via livestreaming


Social commerce platform Agora has launched a new marketplace, where sellers and brands can use live-streaming to reach customers.

More than 100 sellers and 700 brands are already using the marketplace to talk to the Agora audience about a range of more than 16,000 beauty and wellness products through live events such as tutorials.

Agora already has 360,000 registered users and more than 5,000 content creators and says it is at the forefront of a live shopping trend that has already taken off in China. In November alone, Agora expects to host close to 200 shows and plans to get the point where there is a constant stream of hosts going live to sell. Brands can now use the marketplace to reach new audiences via the app, with users able to buy direct from the livestream. 

“We are at the forefront of bringing live shopping to Europe and with that a new form of monetisation for content creators,” says Riccardo Basile, co-founder and chief executive of Agora. “With our new Mirakl-powered marketplace, we are pioneering a new era of online beauty commerce. We are empowering content creators to become sellers, creating new jobs and disrupting traditional physical retail.” 

Sophie Marchessou, executive vice president of customer success, beauty, fashion and home at Mirakl, says: “Agora recognised a huge market opportunity for social commerce in Europe and is yet again a first-mover with the launch of this marketplace. By bridging the gap between content creators and brands, Agora is building the future for online beauty shoppers. Our technology is making it easy for Agora to seamlessly and quickly onboard the brands they need to power a massively scaled product offering that feeds a highly elevated experience for the app’s users.”

Agora was founded by Riccardo Basile and Elizabeth Craft Townsend-Rose. They were previously part of the team who founded south east Asian ecommerce site Lazada, which sold to the Alibaba Group in 2016. London-based Agora now has 20 team members. 

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