Livestream shopping, where buyers and sellers transact in real-time video, is growing in the United States while technology to police counterfeit goods has, so far, not kept up — a situation that makes it easier for fake goods to flood the market, patent lawyers said.
Livestream shopping has been popularized on e-commerce sites like Alibaba.com and TikTok's sister company Douyin after dominating the retail scene in China.
In the U.S., TikTok merchants hawk jewelry, preowned Louis Vuitton handbags and $2 lip glosses during hours-long video sessions.