Short video platform TikTok is gearing up for a "shoppertainment" drive by leveraging a new feature called "Shop" to facilitate sales opportunities for brands and creators while expanding the range of content to grow the customer base.
TikTok, YouTube sharpen Thai focus
published : 19 Jul 2021 at 04:30
Short-video platform giants TikTok and YouTube are bearing down on the Thai market, with the former gearing up for a shoppertainment concept using e-commerce, and the latter expanding its short video-making service in the country. This year we are seeing an increase in shoppertainment a convergence of content and commerce where shoppers expect not just to be sold to, but to be entertained. Instead of people searching for products, products are now searching for people, Sirinit Virayasiri, head of business marketing in Thailand at TikTok, said in a virtual press briefing.