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Shoppertainment Emerges in Southeast Asia



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New marketing phenomenon called “shoppertainment” has emerged, gaining traction in the Southeast Asian region. Shoppertainment is a blend of entertainment and eCommerce, aimed at elevating traditional online shopping experiences to increase customer engagement and, ultimately, boost sales.

Shopping bags on a woman's arm

Brands have recognized the potential of shoppertainment and started incorporating it into their marketing campaigns. By sharing content that consumers can relate to while they make online purchases, brands can create a more immersive and entertaining shopping experience. This trend has caught the attention of industry experts and researchers, as it shows promising growth prospects.

According to a 2022 study conducted by TikTok and Boston Consulting Group, the shoppertainment industry has the potential to become a trillion-dollar market in the Asia-Pacific (APAC) region. Currently, it is one of the fastest-growing sectors in the region, attracting both brands and consumers alike.

Platforms like TikTok Live and Facebook Live have paved the way for shoppertainment, providing brands with new avenues to engage with their customers. An exemplary instance of shoppertainment in action is Lazada’s recent campaign in Kuala Lumpur, Malaysia. Jalan Bukit Bintang, a bustling street, was transformed into a fashion runway to host a grand fashion show called “Koleksi Raya LazLook.” The event garnered significant attention and showcased how shoppertainment is gaining ground in the country.

Another noteworthy collaboration took place between Sulwhasoo, a Korean beauty brand, and Lazada. Together, they promoted Sulwhasoo’s new product line through a live experience that combined Korean heritage, art, and beauty. The partnership allowed Sulwhasoo to connect with its target market more effectively and offer unique and elevated brand experiences.

Industry experts have weighed in on the potential of shoppertainment. Justin Ong, the Commerce Director at Ogilvy Singapore, stated that shoppertainment can be a significant leap for brand engagement, as it creates emotional connections and meets customer expectations. Ong believes that these connections can increase customer loyalty and lifetime value.

Leela Nair, CEO of Ebiquity APAC, emphasized the personal and interactive nature of shoppertainment when done correctly. She emphasized that shoppertainment should not be used as a stand-alone strategy but should be integrated with other marketing efforts to maximize its impact.

However, despite its potential benefits, shoppertainment does come with some drawbacks. Accessibility remains an issue, as it requires a substantial investment from brands to create immersive experiences. This may limit its reach and effectiveness for certain businesses, especially smaller ones.


To ensure a successful shoppertainment campaign, it is crucial to first consider the target market, analyze touchpoints, and identify content preferences. By tailoring the experience to specific consumer needs, brands can increase the potential of their shoppertainment endeavors.

As the shoppertainment trend continues to grow in Southeast Asia, it is clear that it offers exciting opportunities for brands to engage with customers in unique and immersive ways. By combining entertainment and eCommerce, shoppertainment has the power to reshape the online shopping landscape, creating memorable experiences that go beyond traditional brand marketing.

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