“Shoppertainment” Marks the Future of Commerce

In the Bangkok Post , BCG’s Aparna Bharadwaj addresses the phenomenon of “shoppertainment,” which helps brands connect with consumers through educational and entertaining content—with shopping as a natural outcome. According to a BCG study , commissioned by TikTok, shoppertainment presents a massive opportunity in Asia-Pacific with a projected market value of $1.1 trillion by 2025. Bharadwaj explains how the trend can “provide the sweet spot for brands to reignite consumers’ purchasing passions in an authentic and consumer-driven way.”