We all shop for different reasons. We shop out of necessity and utility, of course. But for some of us, shopping also evokes joy, comfort, validation, even stress relief. And increasingly, I believe we’ll shop as a form of entertainment.
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. In Asia, the powerful force of video entertainment shopping has spawned a livestream ecommerce industry akin to professional movie production. It’s more than a place where anyone can be a seller from their bedroom—in…
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