A Madison-based startup is bringing the latest trend in e-commerce stateside with the recent launch of its livestream shopping platform, Spin Live.

The app, which officially launched in June, provides users with merchandising, checkout and payment features built into a streamlined live video experience.

Popularized in Asia, livestream shopping combines elements of traditional home shopping made mainstream by networks such as QVC, with integrated technology to facilitate social networking and purchasing in-app. Spin Live ups the ante by allowing retailers to host livestreams themselves or to partner with influencers who can stream interactive content to their followers and earn a commission.

“[Livestreaming] has really taken off in China and now it’s being brought to the West,” says Spin Live Founder and CEO, Brian Wiegand, over video. “We really modeled Spin Live like TikTok—but it’s live shopping rather than music videos. If someone is buying a shirt, they can checkout while they’re watching, right there in the video.”

The videos and the offers presented by retailers and influencers during the livestreams can then be shared across other social networking platforms. All the videos expire after 96 hours, creating a sense of urgency for buyers.

“We call it ‘shoppertainment,’” Wiegand adds.  Read the full story here.