‘Shoppertainment’ next US$1 trillion trend in Asia

In this April 27, 2020, photo, Song Huiyan shows her fashion dresses for her online clients during the live-streaming at her clothing shop in Beijing. Retailers in China are embracing livestreaming as a sales channel amid a Chinese "shoppertainment” boom accelerated during the COVID-19 pandemic. Via livestreaming, retailers can interact with customers in real time, while customers make purchases directly in the stream.(AP Photo/Andy Wong)

HANOI: Shoppertainment could uncover US$1 trillion (RM4.5 trillion) in market value for brands in the Asia Pacific (Apac) by 2025, according to the latest study published by TikTok and Boston Consulting Group (BCG).

Titled “Shoppertainment: Apac’s Trillion-Dollar Opportunity,” the report surveyed markets across Apac, including Indonesia, Thailand, Vietnam, Australia, South Korea and Japan, and found that the immense choices afforded by technology have shaped consumers’ appetite for discovery, authenticity and community-driven recommendations, giving rise to the next era of online commerce, Shoppertainment.