Global retail online marketplace AliExpress has released a new study, conducted by Forrester Consulting, on the evolving needs of European eCommerce and the role shoppertainment can play in helping shoppers and sellers to empower European SMEs.
‘Shoppertainment’ – a concept that blurs the lines between eCommerce, entertainment and everyday lifestyle, engages consumers in a highly immersive and interactive experience. It can include livestreaming events, pictures, videos, and interactive games, and ultimately aims to drive transactions.
Originating from China, livestreaming commerce is now one of the most popular consumer-facing digital innovations.
The study, titled “Shoppertainment is landing in Europe: European consumers are embracing new formats of online shopping such as livestreaming commerce”, surveyed 14,460 online adults in France, Poland, Spain, and the UK; with a focus on European consumers’ online shopping behaviours and perceptions around shoppertainment activities.
The findings of the study suggest that consumers are open to experiment with new ways of online shopping since the outbreak of Covid-19. Two thirds of surveyed consumers have been buying more online. With regards to shoppertainment specifically, 70 per cent expressed interest in this new form of online shopping. Almost half of the surveyed consumers are also said to have increased their consumption of shoppertainment content, as a result of Covid-19.
Vita Chang, head of content operations ecosystem at AliExpress, said: “As the pioneer of shoppertainment, AliExpress is dedicated to help develop the ecosystem and create more job opportunities in Europe where this form of eCommerce is starting to emerge and show prevalence following the pandemic.
“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.”
Data-backed insights
The study yielded important findings for retailers and sellers interested in exploring shoppertainment. The leading product categories that draw consumers’ attention to shoppertainment channels are electronics, fashion, and cosmetics. While customers are most engaged when sellers conduct livestreaming events, featuring content that is short, trustworthy, relatable, informative – and presented by a host they like.
In addition, the study breaks down European consumers into six personae by analyzing their online entertainment and shopping behaviours, helping eCommerce sellers better understand these segments and engage them with the right shoppertainment content each segment needs. The six personae are ‘heavy online shoppers’, ‘short video watchers’, ‘social champions’, ‘online dimmers’, ‘online always’, and ‘binge watchers.’
Among these six types, the ‘online always’ segment, which refers to people who are heavily engaged in all kinds of online activities, has the most potential to become shoppertainment advocates.
Representing 19 per cent of surveyed consumers, they are most likely to make unplanned purchases when the product is presented by influencers they like. They are also the most willing to spend more time on livestreaming commerce, with an average of 23 minutes.
Chang adds: “When exploring the European opportunity, it is important to look into distinctions of each country to cater the right messages for different consumers in different countries.”
Key findings suggest 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 consumers in Poland value interactions with hosts and other customers the most.
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