X, formerly known as Twitter, has announced a collaboration with media icon and entrepreneur Paris Hilton to relaunch ‘live shopping’, an event where X users can watch a live stream, chat with others and shop at the same time.

The partnership, announced on Monday, October 2, includes Hilton’s next-gen media company 11:11, and for the event, X has promised plenty of video content and virtual ‘Spaces.’

In a post on her social media profile commenting on the launch, Linda Yaccarino, CEO of X, said: “We’re excited to launch an official partnership with you [Paris Hilton] and your next-gen media company 11:11. Together, we’re going to create a launchpad for new initiatives in video and live video, live commerce, Spaces, and so much more. Let’s do this!!”

The exact launch date of this live shopping event remains undisclosed, leaving users eagerly anticipating more details about the products that will be made available.

X recently introduced an ad revenue-sharing programme for creators, and already disbursing nearly US$20 million to participants. The platform has also bolstered its video capabilities, allowing for two-hour videos and attracting partnerships with renowned advertisers such as Apple. Musk’s promotion of certain content on X, including Tucker Carlson’s show, has sparked discussions about the platform’s potential

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