Livestreaming technology has offered an alternative to the traditional Chinese daigou, or gray market, where third-party buyers would visit Western countries, bring products back to China and sell them through e-commerce marketplaces, at markups that were still less than the high taxes placed on imported goods on main retail channels.

LVMH is launching an online, multi-brand marketplace for its luxury fashion brands, as well as other brands in the space. It's an approach to digital luxury that greatly differs from the approach that its competitor Kering has taken: a support system for digitizing individual brands.