Shopatainment: Video Shopping as Entertainment | Andreessen Horowitz

Experts agree that as live video shopping evolves, the apps most likely to succeed will be those that can nurture fervent engagement with their creators. “Larger platforms will copy features, so livestreaming as the value proposition will not be enough,” said Rachel Tipograph, founder and CEO of Mikmak, an e-commerce marketing platform whose client... See more

Auctions and flash sales will become high-stakes games. Limited-time deals will feel like participating in a fun, adrenaline-pumping competition.

What Pinterest was to images, TikTok is becoming for short-form video. Thanks to its infamous algorithm, the Bytedance-owned video platform now has over a billion global monthly active users, and kids and teens reportedly spend an average of 91 minutes watching TikTok per day (versus an average of 56 minutes per day on YouTube). TikTok creators are... See more

So what is it that makes live shopping special in the first place? The format, which combines video and commerce, has three important benefits: storytelling, intimacy, authenticity