Rakuten, the Japanese e-commerce and internet company, has launched a new live video streaming service known as Rakuten LIVE.

The streaming service allows artists, celebrities and general users to live stream videos and communicate with viewers in real-time. Viewers can enjoy interactive communication with streamers in real-time by sending comments and virtual gifts to show their support.

The service also offers a live commerce function in which viewers can easily access sites to purchase products featured in streaming videos, allowing shoppers to make purchases while watching.

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