【MMA亚太白皮书系列】在亚太地区应对不断演变的商业格局：通过购物娱乐实现商业革命

1Accenture was invited by TikTok to develop this whitepaper for commercial useShoppertainment 2024:2I N T R O D U C T I O NForewordShant OknayanHead of Global Business SolutionsAsia-Pacific, Middle East, Africa & Central Asia, TikTokShopping used to be a joyful experience. However, the emergence of e-commerce has shifted its focus to competitive pricing and transactional efficiency. In Asia Pacific, we believe the next big commerce opportunity lies in bringing consumers back into the picture — prioritising their emotional needs through Shoppertainment. It is defined as content-driven commerce that entertains and educates first. We find that this approach improves brand-consumer connections across various business models, from marketplaces and direct-to-consumer to TikTok Shop.Commerce on TikTok hits differently in two ways. One, we take an entertainment-first approach, as our mission has always been to inspire creativity and bring joy. With over 1 billion users engaging with their ForYou Page, content on TikTok has evolved to not only entertain audiences, but also drive purchase decisions. Two, the Age of Content has democratised creativity and creation, where everyone is empowered to participate in interest-based communities like BookTok and BeautyTok, creating beacons of influence among consumers. With Accenture, we have put together this whitepaper that highlights how content shapes consumer behaviours, and in turn defines the trajectory of growth for businesses today. We hope brands can tap on TikTok to shine the spotlight on consumers through the content they create. 3I N T R O D U C T I O NForewordJapanWe conducted focus groups (n=23), and online surveys (n=765) with consumers across five Asia Pacific (APAC) marketsResearch approach•Content-driven platforms: social media and/or entertainment platforms centered around content such as TikTok, Facebook, Instagram, YouTube, Twitter or X, and forums like Reddit (including consumers who are non-TikTok users)•Holistic experience: content-driven platform usage, browsing and buying across channels, content creation, and community interactions•Current experience (behaviours, preferences, and frustrations), and desires in the next 1-2 years (via concept testing)•Diverse demographics: age, gender, and incomeSource: ‘Shoppertainment: APAC’s Trillion-Dollar Opportunity’IndonesiaThailandVietnamKoreaSeptember GuoManaging DirectorSocial Commerce Lead, Southeast Asia, AccentureThe USD $1 trillion Shoppertainment opportunity in Asia Pacific remains valid. Brands have been driving a sizeable part of this growth over the past twelve months.Established brands can no longer afford to ignore this fastest growing channel. The risk is losing market share and missing out on the opportunity to build valuable brand moments with their consumers.This latest research between TikTok and Accenture reveals that content is at the core of Shoppertainment, from discovery to purchase. Merely opening a shopfront on content-drive