What is 'shoppertainment' and how has it arrived in Europe?

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The pandemic has changed people's consumer habits. Online commerce has experienced significant growth during the months of confinement and with its rise, new forms of interaction of e-commerce with their customers have arrived in Europe. One of these formulas is streaming commerce . Originating in China, live sales are now one of the most popular digital innovations among European consumers.

This is clear from the study prepared by Forrester Consulting together with Phone Number List AliExpress on the evolution of e-commerce needs. It is explained that, in this new format imported from the Asian giant, sellers use livestreaming sessions to present products and interact with their potential customers. In addition to live streaming , other forms of interactive content are also used, such as images, videos and games on social networks and different platforms.

What is 'shoppertainment'?
These emerging forms of e-commerce that incorporate social, entertainment and shopping elements are commonly called 'shoppertainment'. It is a new e-commerce formula that offers consumers a more personal, interactive and attractive shopping experience. It is fundamentally based on live events, but also incorporates other types of elements to capture the attention of consumers.

“Live commerce shortens the path to purchase and merges the discovery, exploration and purchase stages ,” the report notes. He explains that recommendations from influencers and comments from other users help consumers make purchasing decisions faster. Additionally, livestreaming sessions often include exclusive stock and limited-time offers that create a purchasing urgency.

Boom in Europe
According to the study, in which 14,460 people have been surveyed, European consumers are open to experimenting with new forms of online shopping after the impact of covid-19. Two out of three respondents have increased their purchases through the Internet. Regarding 'shoppertainment', 70% of users express their interest in this new electronic commerce formula .




The potential of this new online sales format has grown during the pandemic, as more than 50% of consumers surveyed claim to have increased their consumption of content of this type. Respondents showed interest in different formats: among them, the one that has aroused the most interest has been livestreaming on e-commerce platforms . 67% of those surveyed have stated that they have purchased through them or are interested in exploring it. They are followed by livestreaming on social networks (62%), interactive games (58%) and viewing influencer content on social networks (56%).

Six types of consumers
The report also reveals that consumers feel greater interest when sellers organize livestreaming events with content that is brief, reliable, relevant and informative, and led by a profile that they like. Additionally, the study divides European users into six profiles based on an analysis of their online shopping and entertainment behaviors. The six consumer prototypes are:

Large online buyers
Short video viewers
Social champions
Online moderators
Always online
Binge viewers.
Among these six types, the “always online” segment, which refers to people who intensely participate in all types of online activities, has the most potential to become 'shoppertainment' advocates. They represent 19% of consumers surveyed and are the most likely to make unplanned purchases when the product is presented by popular profiles that they like. They are also the most willing to spend the most time trading livestreaming , with an average of 23 minutes.