Beyond e-commerce: ‘retailtainment’ and live shopping are the new normal

Consumers are rapidly evolving the way they shop online. From the rise in Asia’s e-commerce market, expected to soar to $1.89 trillion USD by 2023, to the global surge anticipated to hit over $8 trillion USD by 2027, the digital shopping realm is evolving rapidly. This transformation is characterized by the merging of retail and entertainment — coined as ‘retailtainment’ — and the burgeoning popularity of video shopping experiences.