A recent study conducted by Alibaba Group’s AliExpress in collaboration with Forrester Consulting has uncovered an emerging trend in European e-commerce known as ‘shoppertainment’. The study, which surveyed over 14,000 adults from the UK, France, Poland, and Spain, found that 70% of respondents expressed interest in this new form of digital shopping experience. Shoppertainment, originally popularized in China, combines elements of e-commerce, entertainment, and lifestyle to provide consumers with immersive and interactive shopping experiences. This can include live-streaming events, pictures, videos, and games, all designed to engage consumers and drive transactions.
The COVID-19 pandemic has further accelerated the adoption of shoppertainment among European consumers, with nearly half of respondents increasing their consumption of this type of content since the crisis began. The study identified electronics, fashion, and cosmetics as the leading product categories that capture consumers’ attention in shoppertainment channels. AliExpress highlighted that customers are most engaged when live-streaming events feature short, trustworthy, relatable, and informative content presented by hosts they like.
The study also revealed six different shopper personas in relation to shoppertainment, with the ‘online always’ persona being the most promising shoppertainment advocate. This group, accounting for 19% of respondents, is highly engaged in online activities and often makes unplanned purchases when influenced by their favorite online personalities. They spend an average of 23 minutes on live-streaming commerce, indicating their high level of engagement.
Although the shoppertainment trend is prevalent across Europe, there are distinct differences among countries. UK consumers prefer trustworthy and entertaining content that is mobile-friendly, while French consumers value concise content endorsed by influencers. Spanish shoppers prioritize practical information and the best deals, while Polish consumers seek interactions with hosts and other customers.
AliExpress has been actively investing in its shoppertainment offerings, particularly in France and Spain. In France, the company launched its Livestreaming Program in May 2020 and has collaborated with more than 100 local live-streamers to host over 3,000 live shows. It is also training retail store salespeople to become live-streamers. In Spain, AliExpress has partnered with eight agencies and worked with 180 local influencers to enhance exposure for sellers and brands, creating an innovative and entertaining shopping experience.
The rise of shoppertainment presents significant opportunities for brands to engage with consumers in new and exciting ways. By utilizing live-streaming events, visually appealing content, and trusted influencers, brands can create immersive experiences that not only drive transactions but also foster brand loyalty. As this trend gains momentum, businesses will need to adapt and incorporate shoppertainment strategies into their e-commerce initiatives to remain relevant in the evolving landscape of European online shopping.
For further information on shoppertainment and its impact on European e-commerce, please refer to the following links:
1. Alizila – World Shopping Day Sales Open with Alibaba Livestreaming Festival
2. Forrester – The Business Impact Of Shoppertainment
