What: M&S.com is allowing customers to join live shopping series on Fridays with weekly episodes that are interactive and shoppable.

Why is it important: M&S has been working with the livestreaming software company LiSA on the service, that allows M&S’s 13.5 million online customers to join the broadcast. The episodes are streamed live, stored on the site and can be replayed at any time.

Live shopping trend is expected to account for 10 to 20 percent of global e-commerce by 2026. It added that the business is worth $170 billion in China and is projected to be worth $25 billion in the U.S. by 2023. M&S said it also sees live shopping as a new channel for communication with customers.

Mark & Spencer launches live series