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Video takes Japanese e-tail outside the search box

Startups C Channel, Mercari use clips to add a personal touch to shopping online

TOKYO -- Japanese startups are playing up video to showcase products for sale online, taking a new approach that contrasts with the search-based model of big retailers like Amazon.

Users of C Channel's app can buy products featured in videos with the tap of a button.

C Channel, a Tokyo video-sharing venture established in 2015 by Akira Morikawa, former president of chat app developer Line, features minute-long clips in which famous models and influencers -- social-media celebrities -- present clothes, cosmetics and everyday goods.

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