Consumers receptive to 'shoppertainment'

Rob Clapp

An overview of purchase drivers and livestream consumption across seven countries (Brazil, China, France, Germany, India, the UK and the US).

Livestream commerce is beginning to emerge outside of China and it has met a receptive audience, according to data from GWI.

While a frictionless purchase process through free delivery and easy check-out prove to be the most popular draws for consumers, over one-quarter (29%) say that an entertaining shopping experience would encourage them to buy online. This is the fourth most popular driver of online purchases.

A key feature of livestream commerce, sometimes known as shoppertainment, is an entertaining experience. Additional features such as viewing live product demos (24%) also prove popular with consumers.

An entertaining shopping experience...

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