Shoppertainment in Ecommerce

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 in-stream shopping in the US indicating a trend that is catching up with the modern shopper.

YouTube already offers a range of in-stream 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 this year, 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 host 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 Connecting with Creators

Influencer marketing is a growing form of online marketing being adopted by brands across the globe. A sustainable shoppertainment strategy require a long-term 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 to engage with authentic brand content. GenZ and millennials trust product recommendations from their peers more than advertisements from brands. KOCs constitute nano and micro influencers who have less than one hundred thousand followers.

Personalization of shopping experiences.

The modern shopper is obsessed with the hyper-personalization of shopping experiences that provide convenience. Shoppertainment connects with the shoppers at their channel of convenience and allow them to enjoy entertainment while still shopping. Livestreams offer access to detailed product description through text, sound and images. Shoppers are able to engage further through in-stream Q&A options and get instant feedback from the hosts.

Use of entertailing shoppable content

Brands need to loosen up in social selling platforms and use entertaining content that simplify the purchase process towards checkout. It is now easier to create shoppable posts and adverts on social media and ecommerce platforms. Showcase behind the scenes processes, infuse humor and deliver the intended message while still entertaining the customer.

Boost Engagement and loyalty

Livestream selling model drive more brand engagement since it directly connects with the audience through influencer campaign, grabs viewer attention through videos, audio and text during the livestream and a deeper post purchase connection If well executed. The key touchpoints can deepen engagement and connection with customers getting them hooked on the process and offers. Customers will keep coming back for the experience and offers ultimately remaining loyal to your brand especially if there is gamification involved.

Optimize conversions

Shoppertainment creates a process that give consumers an opportunity to make a purchase. Incorporating incredible offers, clear call to action and a complete ecommerce solution that allow checkout can increase conversions. The use of influencers to sell and peer to peer social media influence also lead to impulse buying. Spending time to optimize the conversion path will definitely lead to higher conversion.

Shoppertainment challenges

The process: The process of setting up livestream selling is quite involving with a pre-stream campaign that involves influencers and other channels to create awareness, setting up of the livestream experience and post stream delivery of purchase and follow up with customers. It also requires several departments to come together to make it a success.

Technology integration: 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.

“Groupon effect”: Shoppertainment selling require highly discounted deals to attract and convert customers fast. This leads to over dependence on discounts to make the livestream a success which may affect ROI in the long run.

Adoption readiness: Shoppertainment does don’t follow the traditional customer buying decision making funnel and processes. Customers may still struggle with the concept of watching a video or following a livestream to buy a product. They may still prefer the well know purchase path of browsing catalogues, considering different options before making a purchase decision.

The future of shoppertainment

Key Opinion Consumers: Brands will make less investment in mega influencers and gravitate towards mano and micro influencers to deliver an intimate campaign that is authentic and connects with the consumers.

Digital immigrants: Shoppertainment is an everyday experience for the digital natives (GenZ and Millennials). We will see more of digital immigrants (Gen X and baby boomers) embrace shoppertainment.

mainstream channel: Shoppertainment will become a mainstream sales channel integral to the overall marketing strategy. Big brands and SMEs will adopt it as a part of the sales delivery channels.

New verticals: brands will go beyond the basic verticals likes clothing, footwear, electronic. New sectors like healthcare, government, consultancy etc will embrace shoppertainment.