"Our hosts always try on products, but with beauty, we find that it's especially important to engage customers with demos and tutorials so they learn how to use a product and see what it might look like on their skin. The ShopShops audience loves seeing 'before and after' demonstrations" Liya Wu, ShopShops CEO
ShopShops is a 2-year-old Beijing- and New York–based service that connects Chinese shoppers with international brick-and-mortar stores through two- to three-hour shopping events that are broadcast from the store, either before or after shopping hours.

Discovering smaller brands and seeing hosts try on products is largely part of the appeal, and observing the noticeable results on Ellingson translated into sales. The platform has also seen enthusiastic interest in American beauty products, despite the relative accessibility of Japanese and Korean brands to China. If anything, U.S. beauty products might be more elusive than apparel; Farfetch, for example, does not currently sell beauty.

In addition to well-known brands such as Estée Lauder, Kiehl's, Nars and Urban Decay (which isn't available in China), ShopShops customers are clamoring for smaller brands including Erno Laszlo, Tracie Martyn, Make Beauty and Manic Panic, as well as items from C.O. Bigelow, with which ShopShops has an exclusive agreement. The marketplace hosts weekly events with the historic American apothecary, during which shoppers can buy new products that aren't available in China, in addition to limited-edition or discounted items.
Even when Chinese shoppers do have local access to a major global brand, the experiential element of connecting with a live broadcast from an American store is more appealing, and garanties authenticity and traceability. A livestream from a YSL pop-up store in Soho proved highly popular.
Global video shopping, which is already quite popular in China, is now becoming more and more mainstream. Livestreams in China are currently far more sophisticated and elaborate than current shopping shows in the U.S. On Chinese e-commerce platform Tmall, for example, a beauty livestream for Pure & Mild garnered 32.6 million viewers, thanks in part to being hosted by mega celebrity Zhao Liying.