siliconindia | | FEBRUARY 20239after-sales queries that were among the features consumers might prefer in getting clarity during the sessions.One grey part of live commerce is the accountability of the so-called influencers in selling products. One person aware of how live commerce evolves stated, "The influencers are handpicked by the platforms in consultation with brands on their popularity and reach, among other factors".Regulation of RulesIndian authorities have already started the construction of a regulatory framework around influencers. The same includes guidelines by the government for social media influencers that are to prescribe penalties for failing in disclosing financial ties with brands. In a separate article, the securities and exchange board of India (SEBI) is working on rules for the regulation of financial influencers after taking note of the increasing number of influencers advising to trade online without a license.A spokesperson for Myntra stated that it had been a five-fold increase in traffic from M-Live (its live commerce vertical). As per the Flipkart-owned firm, The securities and exchange board of India (SEBI) is working on rules for the regulation of financial influencers after taking note of the increasing number of influencers advising to trade online without a license
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