Southeast Asian live streamers hustle to fuel booming e-commerce sales

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More live streamers are carving out an unconventional career path to tap into the multibillion-dollar market even as competition heats up

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Kolette Limin Singapore

In a makeshift studio inside his public housing flat in Singapore, Shane Soh stands before his smartphone, running his fingers through a towel as he extols its softness to viewers watching his live stream.

A ring light illuminates his face while more than a dozen other products sit on a shelf behind him, waiting for their moment on camera.

“Don’t just buy one towel today, but get bedsheets as well. It’s perfect for Hari Raya or Christmas, and the thread count is 1,800 … It’s the best kind of quality you can get,” he tells hundreds of viewers on the other side of the screen.

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