{"id":210176,"date":"2021-07-19T10:50:25","date_gmt":"2021-07-19T02:50:25","guid":{"rendered":"https:\/\/techwireasia.com\/?p=210176"},"modified":"2021-07-16T23:31:31","modified_gmt":"2021-07-16T15:31:31","slug":"consumer-behavior-in-e-commerce-moving-towards-shoppertainment","status":"publish","type":"post","link":"https:\/\/techwireasia.com\/2021\/07\/consumer-behavior-in-e-commerce-moving-towards-shoppertainment\/","title":{"rendered":"Consumer behavior in e-Commerce moving towards “shoppertainment”"},"content":{"rendered":"

Despite the challenges many businesses faced during the COVID-19 pandemic,<\/span> e-Commerce<\/span><\/a> was able to ensure that many of them could still carry on with their business. While consumers could not shop physically, online shopping proved to be the next best option for them.<\/span><\/p>\n

The beauty of e-Commerce is that it is not just for selling physical products, but also for services. Aside from listing on a services marketplace, companies could also sell promotional e-vouchers, or include a shopping cart system on their own websites. Naturally, the next important step for them was to understand consumer behavior.<\/span><\/p>\n

Realizing the potential of e-Commerce, banks, large enterprises,<\/span> small and medium enterprises<\/span><\/a> (SMEs) and even government agencies begin adopting e-Commerce.<\/span> Fintech<\/span><\/a> became an enabler of e-Commerce with more startups developing<\/span> digital payment solutions<\/span><\/a>, and businesses turned to<\/span> artificial intelligence<\/span><\/a> to help improve their operations and customer experience.<\/span><\/p>\n

Consumer demand for<\/span> real-time payments<\/span><\/a>, too, is on the rise in Malaysia as the pandemic accelerated demand for rapid, contactless payments, according to<\/span> research<\/span><\/a> by ACI Worldwide and YouGov.<\/span><\/p>\n

With increased internet penetration and smartphone use, especially within emerging economies in the Asia Pacific (APAC), consumers now expect convenience and speed with mobile apps and instantaneous payments, an area in which the traditional financial industry has struggled to keep up.<\/span><\/p>\n

The evolution of consumer behaviors towards ads<\/b><\/h3>\n

With innovative technologies supplementing the e-Commerce experience, businesses are now looking at how they can better understand consumer behavior. Leveraging insights from<\/span> data analytics,<\/span><\/a> businesses are not only understanding how the demographics of their customers impact their purchasing decisions, but also how customer engagement can be improved.<\/span><\/p>\n

According to Twilio\u2019s annual<\/span> State of Customer Engagement Report<\/span><\/a>, 98% of businesses reported that video communication with customers accelerated more than other channels during the pandemic. From virtual conferences to workout classes to online learning, the increased consumption of video and audio content has impacted consumer preferences and behaviors, especially in response to ads.<\/span><\/p>\n

With the rise of short video formats and platforms such as Instastories and TikTok, quick, snappy videos are becoming the most outstanding media to influence shopper trust and behavior. A Nielsen Global Authenticity Study commissioned by TikTok showed that<\/span> 83% of users prefer to see video ads from brands<\/span><\/a> over gifs or text posts. As such, short videos are becoming the format of choice for brands to generate more traction with customers.<\/span><\/p>\n

According to Hakim Mehmood, GM of Voice and Video at cloud communications provider Twilio, the “rise of virtual experiences and the popularity of platforms like<\/span> Clubhouse<\/span><\/a> and<\/span> TikTok<\/span><\/a> have signaled that the next big channel for customer engagement is live audio and video streaming.”<\/span><\/p>\n

The rise of “Shoppertainment”<\/b><\/h3>\n

Shoppertainment, a term used to describe the convergence of entertainment shopping videos and commercials, has been increasing. Countries with movement restrictions and deferred plans caused by Covid-19 have turned consumers to shopping with entertainment for that feel-good factor. In TikTok’s survey, one in three users stated that they want to make purchases and feel good about themselves.<\/span><\/p>\n

\u201cShoppers expect not just to be sold to, but to be entertained as well. Instead of people searching for products, products are now searching for people\u201d shared Ng Chew Wee, Head of Business Marketing, TikTok Southeast Asia.<\/span><\/p>\n

Consumer behavior in online shopping has moved towards “shoppertainment”, and businesses seeking to remain competitive need to catch up.<\/span><\/p>\n

At the same time, the convenience of a variety of digital<\/span> payment options<\/span><\/a> has affected consumer behavior. Innovations in digital payments, especially with more companies looking to offer<\/span> buy now, pay later<\/span><\/a> options, are growing in popularity as well.<\/span><\/p>\n

A <\/span>recent study<\/span><\/a> by independent identity provider Okta showed the shifting perceptions of trust amidst a rapidly digitalizing world in 2020. When it comes to building a brand\u2019s digital trust, consumers care most about a company\u2019s service reliability, strong security, quick response times, and good data handling practices.<\/span><\/p>\n

Asian consumers are most likely to lose trust in brands that intentionally <\/span>misuse or sell personal data<\/span><\/a>, followed by brands that fall prey to a data breach. Digital trust has a big impact on brand awareness and reputation, and ultimately where Asians spend their money online \u2013 50% of Asian respondents have lost faith in a company due to a data breach or security event.<\/span><\/p>\n

For brands, consumer loyalty is hard to gain and easy to lose. As organizations look to not only provide the best service and experience to customers but also ensure customers stick with their brand and keep coming back, businesses need to be able to capture this market with techniques such as shoppertainment, but also maintain and build strong digital trust.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Despite the challenges many businesses faced during the COVID-19 pandemic, e-Commerce was able to ensure that many of them could still carry on with their business. While consumers could not shop physically, online shopping proved to be the next best option for them. The beauty of e-Commerce is that it is not just for selling… Read more »<\/a><\/p>\n","protected":false},"author":638,"featured_media":210177,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[24,2584,4851,4345,2764],"tags":[4977,1225,241,10220],"yoast_head":"\nHow consumer behavior in online shopping has changed - Tech Wire Asia<\/title>\n<meta name=\"description\" content=\"Consumer behavior in online shopping has moved towards "shoppertainment", and businesses seeking to remain competitive need to catch up.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/techwireasia.com\/2021\/07\/consumer-behavior-in-e-commerce-moving-towards-shoppertainment\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How consumer behavior in online shopping has changed - Tech Wire Asia\" \/>\n<meta property=\"og:description\" content=\"Consumer behavior in online shopping has moved towards "shoppertainment", and businesses seeking to remain competitive need to catch up.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/techwireasia.com\/2021\/07\/consumer-behavior-in-e-commerce-moving-towards-shoppertainment\/\" \/>\n<meta property=\"og:site_name\" content=\"Tech Wire Asia\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/techwireasia\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-19T02:50:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-16T15:31:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/techwireasia.com\/wp-content\/uploads\/2021\/07\/000_9EF7GW-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1529\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@techwireasia\" \/>\n<meta name=\"twitter:site\" content=\"@techwireasia\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/techwireasia.com\/#website\",\"url\":\"https:\/\/techwireasia.com\/\",\"name\":\"Tech Wire Asia\",\"description\":\"Where technology and business intersect\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/techwireasia.com\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/techwireasia.com\/2021\/07\/consumer-behavior-in-e-commerce-moving-towards-shoppertainment\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/cdn.techwireasia.com\/wp-content\/uploads\/2021\/07\/000_9EF7GW-scaled.jpg\",\"contentUrl\":\"https:\/\/cdn.techwireasia.com\/wp-content\/uploads\/2021\/07\/000_9EF7GW-scaled.jpg\",\"width\":2560,\"height\":1529,\"caption\":\"TikTok continues to dominate the shoppertainment industry. 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