Tmall Luxury Pavillion rolls out one-on-one livestreaming

Cartier and Burberry were amongst the first brands to use the feature.

Tmall Luxury Pavilion, Alibaba’s platform for luxury brands, has rolled out a one-on-one livestreaming feature, allowing sales associates of luxury brands to engage with customers individually in private livestreaming sessions, the firm said in a news release.

To book the service, customers can go to the brands’ flagship stores on Tmall Luxury Pavilion. They can also try on products virtually.

French luxury goods business Cartier and British fashion house Burberry are amongst the first luxury brands to use the feature.

Hundreds of customers tried the service on Tmall when it ran as a pilot project in mid-February, the company said.