"For two and a half decades, fashion e-commerce has barely changed. We still shop online through static product pages, while the way we advertise and discover brands has shifted from traditional media to social media steered by algorithms. But 2025 is undergoing a reckoning. A growing number of fashion experts and investors believe that consumer scroll fatigue and AI skepticism are leading us into a new era of social commerce - where a trusted individual's curation becomes sought after to cut through the noise and make easier shopping decisions."
"Now, Barron has left her position as fashion director to launch her own video commerce agency, Vvend. The agency will act as a creative and strategic partner for fashion brands wanting to sell through live video and shoppable video content. It comes after Barron spent the last five years scaling Net-a-Porter's own live-shopping feature, leading her to become known as "KVC" for her regular hosting of the multi-brand retailer's live sessions. Vvend has partnered with video commerce platform Bambuser to provide the technical infrastructure for live-shopping sessions - the platform Barron worked with at Net-a-Porter, where she says it brought significant return on investment (ROI) through increased sales and fewer returns."
Fashion e-commerce has relied on static product pages while advertising and discovery shifted from traditional media to algorithm-driven social platforms. Consumer scroll fatigue and AI skepticism in 2025 are driving demand for social commerce centered on trusted individual curation to simplify shopping. Kay Barron left Net-a-Porter after 12.5 years to found Vvend, a video commerce agency that partners with brands to sell through live and shoppable video. Vvend uses Bambuser for live-shopping infrastructure and cites measurable ROI through increased sales and reduced returns. Live-stream shopping is established in China but remains less developed in the West.
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