ZALORA’s Chief Revenue and Marketing Officer, Achint Setia, spoke about the latest Southeast Asia Trends report for 2022 in an interview. Setia discussed how businesses pivoted to digital during the pandemic and how this led to the development of ‘shopper tainment’, which involves entertaining users while they shop. Setia also noted that offline searches for restaurants and malls have increased significantly, leading to a strong uptick in demand for consumer products such as swimwear, sunscreen, and athleisure. The report also found that consumers are increasingly comfortable with both real and virtual worlds and are constantly struggling between the two. Thus, there is an increased demand for personalized shopping journeys that are more humanized. Setia mentioned that ZALORA has taken initiatives to bridge the gap between online and offline shopping experiences by partnering with leading brands in Southeast Asia and creating innovative shopping experiences through pop-up activations. Setia highlighted that businesses need to constantly adapt to the evolving economic and political situation and that it is important to streamline experiences across touchpoints and to constantly go back to the customer to understand what makes their shopping journey more convenient.