Livestream shopping is huge in Asia and OOOOO is a British company hoping to bring that commercial success to Europe. 

Its app connects sellers with buyers via live interactive video streams, and currently has agreements with UK and Brazilian retail groups. 

Livestreaming has succeeded in China through its accessibility and also a sense of community, which engages users and keeps them coming back every day. The sector is worth more than $300 billion, according to estimates by Forbes. 

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Sam Jones, the company's CEO, told CGTN Europe why the world should follow Chinese shoppers and join streaming services. 

"It's become like a form of entertainment where you can watch an expert talk about fashion, or beauty, or wine, or cars, and you can watch them speaking but you can also interact with them. You can ask questions," he explained. 

He said the mobile market is key and European businesses should look to China to see what's coming next. 

"China is ahead of the rest of the world on mobile – in mobile payments, in mobile applications. And when I look at live applications on mobile, and that includes shopping, China is also ahead," Jones said. 

"I think people always follow what is the most efficient way to sell. And I think our use of mobile phones in commerce isn't going to reduce," he added. 

Although Asian and European societies can be different, Jones said there were some universal traits he thinks will lead to livestreaming success. 

"The way that our children are going to shop is going to be very different from how we did… [But] I think it's universal to seek out a deal."