The «shoppertainment», the new trend in online sales

María Luísa Funes



In order to enter Europe with force, AliExpress commissioned a study from Forrester Consulting, something that Amazon did not take into account when entering China, from where it had to withdraw after the market debacle later. The survey of almost 15,000 Europeans shows that 78% percent of Spaniards are interested in ‘shoppertainment’, along with 59% in the UK and 67% in France. It is true that practically half of the respondents are between 29 and 45 years old, so the trend does not reflect the general will of any country.

But what is the ‘shoppertainment ‘? It is a response from the online world to the increasingly creative activities in physical stores, where cocktails, courses and small demonstrations take place. In the same way, e-commerce tries to approach the reader / viewer / client with proposals that contribute beyond what a simple product offers.

This growing trend, and adopted by many already although they do not know what it is, consists of propose interactive experiences to the online viewerWhether it’s web-streamed events, training videos, or games, so the potential customer feels interested, comfortable, and finally buys.

Where the ‘shoppertainment’ was born

Originated in China, the‘shoppertainement‘ is a type of trading in streaming, absolutely live, which is conquering Europe. It is a combination of entertainment, online sales and lifestyle that involve users in an engaging program, something that has gained popularity with confinement. The client is more involved if the topic is brief, if something specific is learned and if it is presented by someone they admire, and it works especially in the purchase of computer items, fashion items and small electrical appliances.

Either by AE Feed of Aliexpress or by Twitch -bought by Amazon more than five years ago- or by any of the websites that broadcast in streaming, social networks or interactive games, this new system is closer to ‘millennials’ and the public of the generation Z, the sector of the population that sees the least television commercials.

The recommendations of various influencers and their relayed observations are supposed to asales will increaseAlthough this perhaps works more in China, where the most popular characters on social networks even answer hundreds and thousands of questions, than in the West. Streaming sessions will carry a sense of urgency and limited offers to drive sales. All in favor of animating a business that is withered and relatively stationary, but drastically changing its format.

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