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These sellers will be people you relate to, people you trust and who can keep you entertained. Instead of models or dancers, star shopatainers are born to sell. Shopatainment will spawn a new breed of influencerĪ handful of power-sellers will emerge, but they will be new faces, rather than established celebrities or existing popular social media personalities. (Trust me, I’ve sweated in front of that ring light.) In Asia, for example, it’s not necessarily the existing Instagram influencers who are the most successful sellers: it’s the equivalent of YouTubers, the Twitch “ chatters ” those who are comfortable livestreaming, ad-libbing, and holding the spotlight for a sustained period of time. This is brand-building in a microcosm, and it’s harder than it looks. Shopatainment is more about wit, stamina, and sustained energy than a persona with an existing massive following. Shopatainment is about storytellingįorget everything you think you know about influencer marketing. It’s the glimpses of life behind the music that make us feel an affinity to that artist (and, incidentally, probably buy a band T-shirt after the set). It’s why we go to concerts rather than listening to Spotify-it’s less about the connection with the stranger standing next to you and more about the musician’s stories and personal asides between songs. That sense of an emotional connection is becoming more important than ever. I’ve previously talked about the importance of authenticity and relatability in establishing and growing influence, particularly among Gen Z. It’s about forming a connection with the seller Here’s what I’ve learned in my experience as a live ecommerce seller, and buyer -and what founders building in this space need to know. Shopatainment is part art, part game show, part theater, part supply chain management, and part auction house. Ultimately, I believe that every successful future online retailer will one day rely on video over traditional photo-based listings. startups vying for this space-not to mention the many existing ecommerce brands that are rightfully eyeing live shopping as an add-on feature-this is not a winner-take-all phenomenon. While early examples of shopatainment in the West have been created in people’s homes or in low-cost set-ups, shows are destined to become high-fidelity productions. Shopatainment is when sellers leverage video over photos to sell products, and where buyers browse seller videos as if they’re switching TV stations, looking for entertainment. This is not a trend-it’s a game-changing movement. totaled approximately $135 billion this year, according to eMarketer. By comparison, digital ad spend in the U.S. There’s even confetti! It’s why live shopping is already an $137 billion a year industry in China-truly, an industry.
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There’s high-end lighting, rented wardrobes and sets, sound editors, production managers, and professional make-up artists. There, selling sessions are scripted and hosted by sellers who are no less qualified than actors on a television show. In China, selling via video commerce has quickly evolved into professional grade programming. It’s more than a place where anyone can be a seller from their bedroom-in fact, quite the opposite.
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In Asia, the powerful force of video entertainment shopping has spawned a livestream ecommerce industry akin to professional movie production.
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While this motivation may be latent-even subconscious, for most-in the U.S., it’s an economic driver that’s well understood in China, fueling a thriving video ecommerce market. And increasingly, I believe we’ll shop as a form of entertainment. But for some of us, shopping also evokes joy, comfort, validation, even stress relief. We shop out of necessity and utility, of course. Here is a screenshot after I have installed the extension on Chrome.We all shop for different reasons. At the time of writing this, it is available only upto Firefox 3.6. However, if you use Firefox 4.0, you probably have to wait.
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Once the extension has been installed, it will automatically open the photos in the original viewer not Lightbox.įirefox users can click on the link above to install the extension to disable the Lightbox viewer. If you are using Google Chrome or Chromium, click on the link above to download and install the extension.
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For other browsers though, you probably have to stick to the manual methods mentioned above. If you want a more permanent solution, there are extensions for Google Chrome and Firefox. Internet Explorer users, should see this to disable the Facebook Lightbox Photo Viewer in Internet Explorer. However these are not permanent solutions. Two methods to get back to original photo viewer includes refreshing the page when Lightbox loads and removing &theater from the URL. However, many users have been less than enthusiastic about this change. Last week Facebook started rolling out the new Lightbox photo viewer.
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