Until last year, Chinese cosmetic brand Forest Cabin received 80 percent of its sales from in-store purchases. In an attempt to reach its customers during the pandemic, Forest Cabin tried something it hadn’t before –livestreaming. Propelled by this new way to connect with customers and sell its products, Forest Cabin has seen 80 percent of sales this year come from online, and the company increased first quarter sales by 20 percent fromthe same quarter last year. Before the pandemic, livestreaming was already gaining momentum, especially in Asian retail, but the need for people to maintain physical distance has made utilization of the technology a necessity for many businesses globally. Amazon is hoping to grow that usage further and to be the engine behind new livestreaming efforts. In mid-July, the technology giant announced the launch of its new Interactive Video Service (Amazon IVS), which uses the same technology that powers its Twitch streaming service. Amazon IVS enables broadcasters and Over-the-Top (OTT) providers to set up live, interactive video streams for web and mobile apps. While Amazon already offers a streaming platform on Twitch, the new service will allow Internet or mobile-web developers to build an interactive livestreaming experience in their own application without having to manage the underlying video infrastructure. Livestreaming has now gone mainstream.