Shopatainment: Video Shopping as Entertainment | Andreessen Horowitz

Facebook Shops and Instagram Shops represent a model of e-commerce that more closely aligns with consumers' natural shopping behavior, combining serendipitous discovery and social inspiration.

While e-commerce is accelerating to offer multi-layered experiences for customers and brands, bricks-and-mortar stores are becoming physical bastions of extraordinary, sensorial moments.

In a time when shoppers are wary of being in physical shopping centers due to the pandemic, retailers, brands and social media apps have all jumped on the shoppable live content playing field in some way. In recent months, Nordstrom announced over 50 interactive livestream events, Facebook partnered with Anne Klein to debut its live in-app shopping... See more

“A major trend going forward will be elevated livestream experiences,” said Alibaba Group Vice President Yu Feng, who oversees content e-commerce at Taobao. “More and more consumers have adopted livestreaming as a way to shop. It has become an irreversible trend and, at the same time, an increasingly competitive space.”