Shoppertainment is transforming eCommerce by merging entertainment with shopping. Explore how livestream shopping, interactive video and shoppable content are reshaping the future of retail.
The lines between commerce and entertainment have become increasingly blurred, as brands seek new, innovative ways to engage consumers in a world where digital experiences reign supreme. Enter the concept of shoppertainment, a term that’s been gaining momentum as the driving force behind the next era of shopping. It’s not just about purchasing products anymore; it's about turning the act of shopping into an immersive, interactive — and, above all, fun — experience.
This blend of shopping and entertainment is revolutionizing how consumers discover, interact with and ultimately purchase products. But what exactly is shoppertainment? And how are brands, from retailers to streaming platforms, creating shoppable video content and interactive live streaming experiences that push this concept forward?
In this article, we’ll explore how retailers are creating engaging interactive shoppable video and livestream shopping moments, and why this new form of eCommerce — also known as retailtainment — is taking the world by storm. We’ll also dive into real-world examples, highlight statistics, and explore how entertainment and commerce are merging into one.
What is shoppertainment?
Shoppertainment is a portmanteau of "shopping" and "entertainment," and it’s exactly what it sounds like: the fusion of these two worlds. It refers to the creation of shoppable content within entertainment formats. From livestream shopping events on social media platforms like Instagram and TikTok, to interactive shoppable videos that allow viewers to purchase products without leaving the content they’re consuming, shoppertainment is about creating immersive experiences that inspire organic shopping behavior.
As Evan Moore from NBCUniversal stated in a recent Commerce Tomorrow podcast, this evolution aims to collapse the conversion funnel, making the purchase process easier and more natural. This eliminates friction in the traditional shopping journey, where consumers watch an ad on TV and then go online or in-store to make a purchase. Instead, the integration of commerce into entertainment allows people to shop within the content itself, blurring the lines between passive viewing and active shopping.
The real opportunity in shoppertainment is collapsing the purchase funnel. By reducing friction and making it easier for people to shop while engaging with content, we unlock immense value for both consumers and brands alike.
Senior Vice President, NBCUniversal Advertising & Partnerships
Shoppertainment examples: A new era of interactive shopping
To fully grasp how shoppertainment works, let's look at some examples from 2024 that are changing the game:
NBCUniversal has teamed up with Walmart to launch interactive TV ads that allow viewers to shop in real-time. During key events like Black Friday and Thanksgiving, NBCUniversal's network is introducing shoppable commercials that prompt viewers to make purchases while they watch their favorite shows or sports events. This is a prime example of eCommerce entertainment, where the traditional TV ad has evolved into a dynamic, engaging shopping experience.
We’re closing the loop between advertising and shopping. For the first time, consumers can watch an ad and immediately purchase what they see, creating a frictionless, immersive shopping experience.
Chief Strategy Officer, commercetool
Livestream shopping continues to explode, particularly in Asia and increasingly in Western markets. While shows like QVC and the Home Shopping Network have traditionally used this model for TV, platforms like TikTok, Facebook and Instagram are pushing it even further. They have all introduced dedicated features for interactive live streaming, where hosts can showcase products, demonstrate their use and interact directly with viewers on any device. Viewers can click through to purchase items featured in the livestream, creating an experience that’s both engaging and transactional. These live-streamed shopping events, often hosted by influencers or brand ambassadors, offer a unique opportunity for brands to connect with consumers in real time.
Platforms like YouTube, Hulu and Netflix are embracing interactive shoppable video content, making it easier than ever for viewers to buy products directly from within the content. Imagine watching a cooking show where the host uses a blender you love. Now, instead of just admiring it, you can click a link within the video to purchase it. This type of shoppable video experience, which seamlessly integrates commerce into entertainment, is growing fast. Netflix is taking it a step further with its collaboration with Google, allowing users to shop the hottest fashion items while watching “Emily in Paris.” With this integration, viewers can click on product links during episodes and purchase items directly from the screen, bringing the shopping experience into the entertainment sphere in an entirely new way.
What is retailtainment?
While shoppertainment focuses on blending shopping with entertainment, it’s also closely related to retailtainment — a term used to describe the combination of retail and entertainment to enhance the customer experience.
Some great retailtainment examples include:
Pop-up experiences: Retail brands like Adidas and Glossier have launched pop-up shops that combine shopping with immersive experiences. These events often feature art installations, live music and exclusive products, offering consumers a chance to shop in a completely interactive and fun environment.
Theme park shopping: Disney’s flagship stores and theme parks have embraced retailtainment by incorporating entertainment elements like live shows and character meet-and-greets, where shopping and fun coexist in one space.
Interactive window displays: Many fashion brands have transformed their store windows into interactive digital displays, letting passersby engage with the content by swiping, tapping or even voice-commanding a purchase.
The key takeaway here is that retailtainment is more than just shopping — it’s about creating an experience that people are eager to engage with. And when that experience is integrated into entertainment content, the opportunities for brands to drive sales become limitless.
The proof is in the stats
As shoppertainment continues to gain momentum, the numbers speak for themselves. Here are some stats that highlight the massive shift toward eCommerce entertainment:
Interactive shoppable videos have emerged as powerful tools for boosting conversions, as they can increase conversion rates by up to 70% compared to traditional, non-interactive videos.
A survey found that 70% of consumers in the UK in Europe were interested in shoppertainment.
In the Asia-Pacific region, the market value for shoppertainment will reach $1 trillion USD by 2025.
44% of consumers prefer to learn about products through video content, making shoppable videos perfect for driving purchases.
The next phase of shoppertainment excites me because we’ll start integrating eCommerce directly into entertainment. It's not just about watching content, but about creating an experience where consumers can shop seamlessly from what they're seeing on screen.
Senior Vice President, NBCUniversal Advertising & Partnerships
These numbers prove that with the rise of shoppable video, interactive live streaming and livestream shopping events, we are witnessing a new frontier in eCommerce. The future is bright for those who can creatively combine entertainment with commerce, providing consumers with an experience they can’t resist. So, the next time you're watching your favorite TV show, you might find yourself purchasing the latest fashion item or gadget with a single click — because in the world of shoppertainment, shopping is no longer just a transaction — it’s part of the fun.
Are you interested in learning more about how NBCUniversal uses shoppertainment? Then listen to the entire Commerce Tomorrow podcast Evan Moore, NBCUniversal on the Intersection of Commerce and Entertainment.