, Singapore

E-commerce leverage in-app games to drive consumer spending

Three in 10 people visited e-commerce platforms even if they had nothing to buy.

Digital commerce platforms like Shopee used in-app games to allow users to win coins that increase their time on the app, which will ultimately raise consumer spending, a recent Euromonitor International study said.

The study showed that 33% of consumers liked to look in stores even if they had nothing to purchase whilst more than half of consumers said they played mobile video games weekly.

"Gamifying commerce experiences can improve loyalty schemes and enrich long-term engagement," said Euromonitor.

Aside from gaming programs, Gucci is also tapping metaverse to connect with the younger audience.

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