AliExpress has launched a livestreaming shopping service for UK customers which will be fronted by influencers.

It Girls by AliExpress is an interactive service on its new mini shop which allows influencers to curate their own collections on the company’s website with a personalised shop front. Influencers will be able to engage directly with their followers through short videos and livestreams on the platform.

Around six million items are currently available on the platform, with customers given access to discounts on around 20,000 upcoming fashion drops.

The e-commerce giant said that livestreaming chats will enable shoppers to directly voice their preferences and requests, such as asking for demonstrations of the product being worn by the hosts, or showcasing specific details.

AliExpress has partnered with a number of influencers for the service including TV personality Kady McDermott, Farah Sattaur, and Alexis Economou.

“Livestream shopping is well-established in some countries around the world, but still relatively new here in the UK,” said Olivia Attwood, the former Love Island star who is fronting the new service. “We cannot wait to see what the next couple of months brings, and we encourage everyone to join in, whether you are someone who loves shopping for fashion or an influencer keen to join our community of It Girls.”

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