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TikTok to entice consumers via ‘shoppertainment’ - BusinessMirror

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Mobile-first social video app TikTok is targeting to gain a foothold in Asia Pacific’s “shoppertainment” industry, which is seen to reach more than $1 trillion by 2025, its top executive said on Thursday.

Currently pegged at $500 billion in total gross sales of the e-commerce space, the company is bullish on capturing a chunk of the projected market value of an industry that spans across different online platforms in the region over the next three years.

Without citing exact figures, he said TikTok is positive that the shoppertainment industry in Asia Pacific will gain traction given its huge particularly in Southeast Asia, where more than 240 million people use the app at least 12 times a day. According to the FOC study he shared during the event, merchants need to observe these five entertainment attributes: tell stories and educate, focus on video first, don’t force decision-making, be authentic, and recommend the trends.

 

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