KOLs have been playing an important role in promoting online sales. With their influence, creativity and smart strategies, they are not only a bridge between brands and customers but also a factor contributing to changing the way consumers shop in the digital age. KOLs can organize livestreams, minigames or answer questions from followers to build closer relationships with customers.

KOLs not only introduce products but also help create viral communication campaigns, thereby increasing sales. KOLs are often people who have built trust from their community through shared content and lifestyle. When they introduce or promote a product, consumers tend to trust and buy more.

When a KOL takes advantage of his reputation to promote poor quality products, not only will consumers suffer, but the KOL's image and personal brand will also be negatively affected. In today's information superhighway, consumers should also be careful and alert, should not only rely on KOL's recommendations but should check information and evaluate products themselves before deciding to buy.