The COVID-19 pandemic encourages not just the rapid expansion of e-commerce but also the shift in consumer preferences from in-store to online buying. However, instead of just buying, consumers frequently prefer to seek out novel, stimulating experiences.
Therefore, e-commerce will be a solution that every company should work towards to boost marketing effectiveness and boost sales.
The trend of online buying in e-commerce
The use of social media, such as Facebook, Tiktok, Instagram, and Zalo, to sell products online has become more popular instead of just selling on separate e-commerce sites. According to Retailasia (2021), shoppertainment is about to become a shopping trend in Southeast Asia.
About 82 per cent of shoppers discover new or different brands to purchase online through short videos, and 55 per cent make a surprise purchase based on these videos, despite having a shopping list in hand.
The Vietnam e-commerce White Paper also demonstrates that the number of individuals who watch advertising read comments, and read reviews on the website is a factor in why consumers pick Google AdWords websites or apps for their online buying. Network accounts for 29 per cent and 41 per cent, respectively, of online shoppers.
When electronic communication is an unavoidable development in e-commerce, it can be seen that shoppertainment has become a shopping trend not only in Vietnam but also in Southeast Asia. Because it not only makes customers’ online buying more convenient but also gives businesses a chance to develop future business plans.
The e-commerce “shoppertainment” trend
Trends in consumer entertainment and chances for shops to interact with customers in Vietnam. The practice of shoppertainment’ has spread throughout Southeast Asia, not only to Vietnam. Vietnam’s e-commerce is expected to rise on average by 29 per cent between 2022 and 2025, from US$14 billion in 2022 to US$52 billion in 2025.
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The COVID-19 pandemic has actually been demonstrated recently. The year 2019 accelerated the demise of conventional commerce and marked the emergence of e-commerce by promoting the movement of consumer behaviour from traditional (offline) to online.
Shopping and entertainment are frequently combined, but this is the way that shopping will develop in the future as e-commerce takes centre stage. Consumers constantly strive to keep up with the rising trends in online shopping, not only by making purchases but also by engaging in unique and immersive experiences.
Trends Vietnam claims that using celebrities as brand ambassadors or “burning money” on discount codes to keep customers and make them loyal is not a sustainable strategy for shops. By using shoppertainment, an entertainment platform that combines shopping, you can become a significant part of consumers’ lives. Shoppertainment will blur the lines between selling, entertainment, and consumers’ daily lives through immersive interactive experiences like live streams, photos, videos, and video games.
The Vietnam e-commerce white paper in 2020 also demonstrates that global B2C e-commerce revenue is anticipated to rise from US$4,280 billion last year to US$6,388 billion in 2024, in addition to the significant expansion in the number of internet users engaging in online shopping.
Which, it is anticipated that Southeast Asia alone will grow from $62 billion in 2020 to US$172 billion in 2025. the percentage of new online shoppers among all online shoppers in China. Vietnam has the highest percentage (41 per cent) in Southeast Asia.
Shoppertainment makes a breakthrough
In the last two years, Ms. Bao Ngoc (Ho Chi Minh City) has become acquainted with online shopping applications introduced by colleagues. It took two-three minutes, and she ordered and paid for all the necessities for the family, from cooking oil, spices, food, and soap. Previously, with the same amount of goods, she had to spend a few hours going to the market and supermarket.
She also formed the habit of hunting discount codes and watching flash promotions. From the beginning of 2019, the trading floors created interactive games and then exchanged prizes, Ms. Ngoc also participated regularly. “Every day, I spend a few minutes playing. Many games hosted by famous comedians and actors help me both relieve stress and collect coupons to save family expenses,” Ms. Ngoc said.
More sensitive to technology, Quoc Minh (Hanoi) also actively participates in Facebook groups to share online shopping experiences. He is especially interested in topics such as how to play to increase his chances of winning and which games have high reward values… Thanks to that, he often buys expensive items such as technology products and functional foods that are cheaper than the listed prices.
Conveniences from shopping combined with entertainment for consumers
Shoppertainment gives consumers information about products, as well as being able to discover products before shopping, helping consumers experience product quality and easily choose the right product. Consumers prefer to shop for products, such as clothing, from live streams because they are more realistic when viewing the product in a picture.
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The combination of shopping and entertainment helps consumers interact with sellers, as well as other consumers, through information sharing or direct interaction at live streams, videos, and video games. Integrated on the sales website and easily chat to support and answer all questions of consumers.
According to the sharing from Lazada customers, shopping with participation in games and watching live sales helps consumers have a pleasant experience after working hours, taking care of stressful families, in addition to receiving promotions.
Some shortcomings in the shoppertainment trend in the domestic market
To satisfy the demands of online shopping and experience the quality of products before shopping with the best service, however, “shoppertainment” is not for all Vietnamese shops; rather, it is only for those who truly grasp it. Because if reality differs from what retailers portray it to be, consumers will inevitably turn against them.
Shoppertainment is a new e-commerce trend, and Vietnam is a developing market. Vietnamese retailers must, however, think carefully about their marketing strategies if they want to win the trust of their clients, which begins with treating them well.
They must realise that “shoppertainment” is the secret to success if they want to establish themselves as a destination for shopping, leisure, and entertainment.
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