'Shoppertainment' is key trend for European e-commerce says new study

By

Sandra Halliday

Published
Feb 23, 2021

European consumers are embracing ‘shoppertainment’, a new study of of more than 14,000 of them shows. And live-streaming commerce is a key part of this.

Alibaba Group’s AliExpress linked with Forrester Consulting and spoke to 14,460 adults in the UK, France, Poland and Spain. And they found that 70% of surveyed consumers expressed an interest in shoppertainment’. That comes as more and more brands are embracing it. Burberry, for instance, has reported strong results from its live-stream events in the past year.

Originating from China, live-streaming commerce is now one of the most popular consumer-facing digital innovations across Asia. But it’s making an impact in the UK and Europe too. 

The concept “that blurs the lines between e-commerce, entertainment and everyday lifestyle, engaging consumers in a highly immersive and interactive experience, such as live-streaming events, pictures, videos, and interactive games, to ultimately drive transactions,” AliExpress said.

As well as European consumers turning to this kind of content-meets-shopping experience during the pandemic, almost half have increased their consumption of such content as a result of Covid-19.

The company said the leading product categories that draw consumers’ attention to shoppertainment channels are electronics, fashion and cosmetics. 
“Customers are most engaged when sellers conduct live-streaming events, featuring content that is short, trustworthy, relatable, informative – and presented by a host they like,” it said.

It also discovered six different types of shopper in relation to shoppertainment. One persona in particular which it calls ‘online always’ (those heavily engaged in all kinds of online activities), has the most potential to become shoppertainment advocates. 

These consumers accounted for 19% of survey respondents and are most likely to make unplanned purchases when the product is presented by influencers they like. They’re also the most willing to spend more time on live-streaming commerce, with an average of 23 minutes.

But while the trend is identifiable across Europe, there are still country differences. For instance, 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”.

The survey results come after the company has doubled down on its shoppertainment offer in recent periods. In France, AliExpress officially kicked off its Livestreaming Program in May last year and has since launched more than 3,000 live shows and worked with more than 100 local live-streamers. It’s also recruiting retail store salespeople in France to train them into becoming live-streamers.

And in Spain, it has established partnerships with eight agencies and worked with 180 local influencers, bringing more exposure to sellers and brands while creating an innovative and entertaining way to shop.