[Asia Economy Reporter Seungjin Lee] Global short-form mobile video platform TikTok and Boston Consulting Group (BCG) released a report titled 'Shoppertainment Creating a $1 Trillion Value Opportunity in APAC (Asia-Pacific)' on the 23rd.
Based on consumer surveys from six Asia-Pacific markets including South Korea, Vietnam, Indonesia, Japan, Thailand, and Australia, the report forecasts that 'Shoppertainment' will form a market worth $1 trillion (over KRW 1,320 trillion) by 2025. Shoppertainment refers to content-driven commerce that combines entertainment and education to create immersive shopping experiences by integrating content and community.
In particular, the top three markets with strong influence in the APAC region?South Korea, Indonesia, and Japan?are expected to record a 63% compound annual growth rate in Shoppertainment. These three countries, supported by their existing large-scale e-commerce infrastructure, are projected to account for 67% of the total Shoppertainment market value by 2025. Specifically, South Korea’s total Shoppertainment market value is expected to grow by 22% by 2025.
The report also analyzed that Shoppertainment will capture a larger share of the overall e-commerce market in the future. According to the survey, 81% of consumers expect storytelling and education-focused content, and 76% show interest in video-optimized formats. Additionally, 71% of consumers believe authenticity is important in creating engaging content and want brands not to pressure them into making decisions. Based on these findings, Shoppertainment, which offers immersive content and useful information, is expected to gain popularity among consumers.
Seol Yunhwan, General Manager of TikTok Korea Global Business Solutions, explained, "Shoppertainment seamlessly combines content, culture, and commerce, enabling brands to communicate with consumers throughout the entire purchase journey rather than just through advertising." He added, "By satisfying both the practical and emotional needs of consumers, it helps build stronger and longer-lasting relationships."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
