E-Commerce
Shifting Brand Strategies To Embrace Shoppertainment In E-Commerce
By Martin Muli
The growth and adoption of Social media and ecommerce has given consumers more power and control in the purchase decision making process . The disruption of the marketing funnel has forced marketers to use creative strategies that connect with the modern consumer shopping patterns and desire for hyper personalized experiences .
Shoppertainment is fast catching up with the west and African market after successful experiments in South-East Asia . Lazada , a leading ecommerce brand in China has successfully used the blend of entertainment and ecommerce to engage customers and grow sales . Shoppertainment offers unique and engaging customer experience through different concepts including use of interactive content , online influencers or even hosting live events .
According to insider intelligence , Livestreaming commerce will account for a remarkable 19.2 % of retail ecommerce sales in China by end of 2023 . Total sales will rise from $ 562.62 billion in 2023 to $ 843.93 billion in 2025 . The wide adoption of live commerce in China has been enabled by ecommerce and social platforms like Lazada , Taobao and Douyin , TikTok sister app in China .
Apparels and fashion is the leading category in livestream events controlling more than 35.6 % followed by beauty with 7.6 % then fresh food , electronics and home decor . A recent study by TikTok found that videos on the platform led 89 % of consumers to make a purchase they hadn ' t planned to make . Also , one in three customers wanted a more fun and entertaining shopping experience in general . TikTok recently launched instream shopping in the US indicating a trend that is catching up with the modern shopper .
YouTube already offers a range of instream shopping options for brands and has recently launched livestream social commerce in South Korea as it eyes the Vibrant South - East Asia Market .
In November 2023 , Amazon announced a partnership with Snapchat to allow users buy its products directly from Snap Ads . The Amazon ads on Snapchat will display product details , real-time pricing , delivery estimates etc . In the same month , there were discussions and possible deal between Amazon and Meta that will enable Facebook and Instagram users to purchase Amazon products in-stream without leaving the social media apps .
Shoppertainment delivery channels
There are different channels and platforms that can easily facilitate shoppertainment . Most of the brands and SMEs will use social media live stream channels like Facebook , Instagram , TikTok and YouTube . Websites are also ideal for livestream events where hosts incorporate videos , quizzes , gamification etc . Hosting a real live event especial in fashion stores , car bazaars or any other vertical with a host and entertainment connected to different online channels works wonders .
Key drivers of Shoppertainment
Successful shoppertainment that generates sales require end to end technology that attracts customers , enables payment and takes care of delivery . Most social media platforms are still struggling with the ecommerce element that completes a purchase while ecommerce platforms lack the ability to attract consistent visitors to the website .
Connecting with Creators
Influencer marketing is a growing form of online marketing being adopted by brands across the globe . A sustainable shoppertainment strategy requires a longterm partnership with online key opinion consumers ( KOC ) and not necessary use of short-term campaigns with Key Opinion Leaders ( KOL ). KOLs are social media influencers with a big number of followers .
While online consumers are looking for entertainment as they shop , they also want
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