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This is a measure that, if rolled out, would heavily affect British buyers.

Reports suggest several potential buyers for TikTok have cropped up in recent days.

"The risk with these additional tariffs is that they could push our wines past a psychological price threshold," warned Laurent Delaunay, president of the Bourgogne Wine Board - meaning above what buyers feel comfortable paying.

Car buyers across South California scrambled this week to make purchases ahead of the tariffs.

But live shopping acts as a quicker shortcut from buyer to product, especially in the era of one-click purchases, made popular by online retailers such as Amazon.