卖货

Plain literal meaning: 'sell goods.' But since ~2019 it's the default term for 直播卖货 'livestream selling' - the Taobao Live / Douyin shopping format pioneered by 李佳琦 and 薇娅. Compare 带货, which adds the influence-driven 'celebrity-pushes-brands' nuance.

usage

卖货 = the act of selling. 带货 = using your influence to promote products (literally 'lead/carry goods'). 主播带货 'streamer promotes' overlaps with 主播卖货 'streamer sells,' but 带货 implies the streamer's personal pull is what moves the product.