Zalipaking
A live show inside the AliExpress app: celebrities wrap gifts for other celebrities in real time — and neither the wrapper nor the audience knows who the recipient is. Viewers buy products directly from the stream window without navigating anywhere else. 125M+ rubles to sellers in the first month.
Inverted unboxing — and shopping without leaving the stream
Classic unboxing: a celebrity unwraps products. Zalipaking flips the format: a star wraps a gift for another star live on air. Neither the wrapper nor the audience knows who the recipient is — the suspense holds until the end. The products on screen are real, from the AliExpress catalogue, and can be added to a cart directly from the stream.
The key technological step: the show streamed inside the app. The viewer watches, sees a product, taps — and buys, without navigating anywhere else. This eliminates all friction between interest and transaction. Nobody in the Russian market had done this before.
Shura, Khilkevich, Jigan, Ivleeva
Shura wrapped a "5G tower protection kit" for Victoria Bonya. Pavel Artemyev and Anya Khilkevich put together gifts for Nastya Ivleeva and Jigan. The third episode with Khilkevich set a record: 256,000 in-app views and 24,000 product card opens from the stream.
Average order value doubled
On stream days, L'Oreal's store conversion grew 2–3×. The average basket of purchases made through streams was twice the usual amount — people engaged by the content spent more. The format delivered simultaneously on reach and direct sales.
Live commerce in Russia — before it became mainstream
In 2020, live shopping was the norm in China but barely existed in Russia. AliExpress launched the format ahead of the market — not just as an experiment, but with a ready-made monetisation mechanic. Sellers earned, viewers shopped, the platform grew. Zalipaking demonstrated that entertainment content and e-commerce don't contradict each other — they amplify each other.