In the latest edition of our semi-regular 101 series, we'll look at social media's 'next big thing': live shopping. What are the essentials that your fellow marketers need to know? Who is doing the most interesting work in this space? And what opportunities are emerging next for people looking to lead this space?

Senior reporter Chris Sutcliffe is joined by Carmen Muley, CEO, FREIM Studio and Debbie Ellison, chief digital officer, VMLY&R Commerce, to discuss:

What is currently possible using live shopping tech?
Who - both brands and platforms - have we seen make the most of what is possible to date?
There has been speculation about why live shopping hasn't taken off in Europe and the US as it has in Asia. What is holding those territories back?
What are the opportunities for agencies and content creators to become part of the live shopping experience?
What predictions do you have for the next 5 years of live shopping?

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Ep 336 - Local Hero (1983)