Here's why shoppertainment is the next big European e-commerce thing

Two thirds have been buying more online. While almost half have increased their consumption of shoppertainment content as a result of Covid-19.

Vita Chang, Head of Content Operations Ecosystem at AliExpress, says: “While the trend is still nascent in Europe at the moment in comparison to Asia, this study indicates the potential of shoppertainment in Europe.”

“Customers are open to embrace new trends and technologies that can enhance their shopping experiences. This is a real commercial opportunity for sellers and retailers who knows how to leverage this trend strategically.”

The leading product categories that draw consumers’ attention to shoppertainment channels are electronics, fashion and cosmetics.

Customers are most engaged when sellers conduct livestreaming events, featuring content that is short, trustworthy, relatable, informative, and presented by a host they like.

The research also found that consumers in the UK need trustworthy and entertaining content that is mobile friendly, while French consumers prefer content that is succinct and endorsed by influencers.

Shoppers in Spain look for the best deal and practical information when they turn to shoppertainment, and those in Poland most value interactions with hosts and other customers.

AliExpress has provided more than 44,000 live shows in 13 different languages since July 2019, when it launched the new version of its in-app livestreaming feature.

It says that it has drawn an audience of nearly 92 million from around the world, with more than 84 million interactions (comments and likes). 

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