Over one-quarter (29%) of consumers say that an entertaining shopping experience would encourage them to buy online, according to a survey across seven markets by GlobalWebIndex.

'Shoppertainment' proves particularly attractive for high-income earners and millennials, as one-third say an entertaining experience would encourage them to buy.

Why it matters

Livestream and social commerce has shown widespread popularity in China and are now beginning to emerge into Western markets. GlobalWebIndex's research suggest it has met a receptive audience and brands that fail to capitalise could miss out.

Takeaways

• Short decision categories like food, fashion and beauty are particularly...