As much as we hate to admit it, we are a little bit addicted to online shopping. It’s seen a further boom over the past year too, with various lockdowns closing high street stores for months on end
– and now there’s a new shopping app on the scene that’s set to change the way we shop for good.

OOOOO might have only launched a few months ago but it’s already toppled Amazon off the top of the UK shopping app charts.

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A live-streaming video commerce platform, OOOOO is Gen Z’s answer to QVC where you can shop instantly while perusing its 25 live channels – including trainer TV and dog TV.

The app was founded by Sam Jones (ex-Wish) and Erich Zhang (ex-TikTok) last year and it already has offices in Oxford and Shanghai.

What is OOOOO?

Part-TikTok, part-Amazon, the app allows users to watch an endless feed of videos where creators review products that they have recently tried and tested. You can then shop the products directly through creator videos and live broadcasts.

Self-described as ‘entertainment first, shopping later’ the app says it “exists to provide unscripted opinions, spark live conversations and challenge the way traditional retail works. We do not have shops, trucks, or inventory. Just a load of opinions and products to share.”

The app already has 160,000 users and OOOOO has said the live show audiences are reaching up to 10,000 viewers. Content on each of the ‘channels’ is tailored to different audiences. For example the book TV channel has live shows that cover everything from thrillers, to YA fiction, comics and children’s books.

The app is meant to disrupt the retail industry, with Jones stating in a recent broadcast: “Our view is that the retail industry will never truly recover from this year. Instead, people will form new habits and seek new ways to earn a living. We want to be part of this inevitable shift.”

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How does the OOOOO app work?

After downloading the app (it’s available on Apple and Android devices), it will take you to its home screen where you can navigate different topics and live streams. Topics include trending, busking, cosmetics, shoes, fashion, toys, gym and book TV.

Up the top you can navigate between watching live videos, previously recorded videos and see who you follow as well. Head to the bottom and you can shop directly by category, check your notifications and log in to your account.

If you want to buy a product one of the creators mentioned, simply click the product link in the bottom right corner of the video and it will show you the product and how to buy. At this point, a link pops up saying that the video was made by a creator who was sent the product from OOOOO – and the creator will receive a commission if you purchase the product.

Orders over £20 get free shipping and there is a standard shipping fee of £2.95 for anything below this. Shipping can take between 5 and 10 days.

What can I buy from OOOOO?

The better question is: what can’t you buy from OOOOO? At the moment it looks like there’s mainly beauty products, homewares and books but as it grows it is set to expand into a lot more avenues.

The platform is also a haven for buskers as there is a separate busking tab for creators. Here, you can request songs and buskers will receive funds if you buy the product they are selling.

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