By Amber Murray A phenomenon in China, livestream shopping has so far received a poor reception in the West. Is this starting to change? Helped by a restless and largely furloughed population during the pandemic, livestream shopping made its way over to the UK in 2020. It is set to account for 20 per cent of all global e-commerce by 2026, mainly due to demand from China. It occupies a space sandwiched between late-night telesales channels of the 1980s and TikTok, tapping into “shopping as entertainment”: hosts present products to the camera, and viewers purchase the products (and interact with…