In the world of e-commerce, user-generated content is becoming increasingly important for shoppers to make informed purchase decisions. Many online platforms and mobile apps feature user reviews, which offer authentic personal opinions and feedback from customers who have purchased products before. However, only 34% of e-commerce sites allow users to upload images with their reviews, highlighting a missed opportunity to increase trust in these platforms. The rise of live-streaming e-commerce is transforming this landscape, with Chinese platforms pioneering the trend in 2016 and large players now leveraging Key Opinion Leaders to drive sales. This shift towards user-generated content and social commerce is driven by consumers' preference for authentic sources over traditional advertising methods, as seen in the success of brands like rewardStyle and Kim Kardashian's live-streaming event on TaoBao. As a result, e-commerce businesses are recognizing the importance of incorporating live streaming into their platforms, with marketplaces like Amazon and Alibaba adopting this feature to enhance product discovery and sales. The live-streaming commerce market is projected to experience rapid growth globally, driven by its ability to exponentially increase product discovery and boost sales for retailers.