Shoppertainment could open $1t opportunity for APAC brands: report

It will grow by 63% annually across markets.

Brands in the Asia Pacific region can gain $1t in market value by 2025 due to the rise of “Shoppertainment,” according to a report by Boston Consulting Group and social media platform TikTok.

According to the report, Shoppertainment, a content-driven commerce that targets to entertain and educate first whilst integrating content and community, is expected to grow annually by 63%, across markets included in the report.

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Australia, Indonesia, Japan, South Korea, Thailand, and Vietnam were expected o drive significant value opportunities in Shopertainment.

Sam Singh, vice president of Global Business Solutions for APAC at Tiktok, said this form of e-commerce is another avenue for businesses to tap as consumer habits continue evolving and “people are looking to be delighted online.”

"This presents an opportunity for businesses to embrace Shoppertainment: a content-first approach where brands educate and entertain audiences. Shoppertainment combines content and culture and commerce in a seamless way, allowing brands to engage with audiences throughout the purchasing journey without overtly selling,” Singh said.

“This allows brands to meet both functional and emotional needs, thereby building stronger and longer relationships," he added.