'Shoppertainment - the next big e-commerce opportunity in Europe?

European consumers are more than ready to embrace the new online shopping formats, such as livestreaming and ‘shoppertainment’, that are so huge in China, a new study claims.

A report from AliExpress, the global online marketplace owned by China’s Alibaba Group, examines the development of the concept in Europe. Its conclusion: shoppertainment, which attracts consumers with interactive events such as livestreaming and games, will be the continent’s next e-commerce frontier.

What the study finds

• Consumers are ready to experiment with new ways of online shopping as a result of the COVID-19 pandemic. Two thirds of consumers from France, Poland, Spain and the UK say they’re shopping more online, and 70% said they’re specifically interested in the idea of shoppertainment.
• Consumers are most drawn to channels when electronics, fashion, and cosmetics are on offer and they’re most engaged when sellers conduct livestreaming events that feature short content that’s trustworthy, relatable, informative and hosted by someone they like.
• A category of ‘online always’ consumers (19% of those surveyed) is most likely to buy spontaneously when they see products offered by influencers they like. They also spend the most time on livestreaming commerce, averaging 23 minutes at a time.
  

Top takeaway

Europeans want different things, the study found: UK consumers want mobile-friendly content that’s trustworthy and entertaining, while French consumers prefer content that’s succinct and endorsed by influencers. Shoppers in Spain look for the best deal, along with practical information, and consumers in Poland value interactions with hosts and other customers the most.

Sourced from AliExpress