If YouTube and QVC had a baby in the year 2021, it would probably be really good at social media, interact directly with potential shoppers and sell products that can be bought on the spot and shipped out immediately. Its name would be “live selling.”

Begun in China, live selling is expected to account for $300 billion in sales there this year, while the rest of the world has yet to catch up — the US, for one, is projected to see $11 billion in sales in 2021.

Enter the Swedish company Bambuser. Once a business focused on creating hyperlocal content, Bambuser has boomed since pivoting toward providing a white label live selling platform for brands and retailers around the world (including a pilot with P&G). In this month’s Startup Spotlight, Bambuser CEO Maryam Ghahremani talked about the company’s winding path and how retail is becoming “channel agnostic.”

Watch our profile of Bambuser here: