2023 DecisionLab – The Rise of Shoppertainment Q1 2023, Vietnam

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The Connected Consumer Q1 2023 Report

The Connected Consumer Q1 2023 report, Vietnam’s leading digital landscape report, was recently released by Decision Lab and the Mobile Marketing Association Vietnam (MMA). The study focuses on consumers’ online habits, such as their use of social media, entertainment (music, movies, and videos), and online shopping.

The full report can be downloaded free from Decision Lab’s website.

Key findings

  • All of the big players in e-commerce saw a drop in usage in Q1 2023. Shopee’s penetration rate fell by 2%, while Lazada’s fell by 3%. Shopee’s favorability among Gen Y and Gen Z customers also decreased.
  • TikTok Shop, on the other hand, was a bright spot in the e-commerce sector. The platform grew by 5% from quarter on quarter, and its favorability among Gen Y and Z also increased.
  • This growth is a testament to the success of TikTok’s unique approach to e-commerce and the new trend sweeping across this sector, shoppertainment.

What is shoppertainment?

Shoppertainment is a concept that combines shopping and entertainment. It involves using live streams, product demonstrations, and other interesting content to get shoppers’ attention and make shopping fun and interactive.

Why is shoppertainment popular?

Shoppertainment is popular because it offers a more engaging and immersive shopping experience than traditional e-commerce. It allows shoppers to interact with brands and products in real time, and to get advice from influencers and other shoppers.

What are the benefits of shoppertainment for brands?

Shoppertainment can offer a number of benefits for brands, including:

  • Increased brand awareness and engagement
  • Increased sales
  • Improved customer loyalty
  • Enhanced customer experience

How can brands use shoppertainment?

There are a number of ways that brands can use shoppertainment, including:

  • Live streaming: Brands can live stream product demonstrations, Q&As with experts, or fashion shows.
  • Product placement: Brands can place their products in popular TikTok videos.
  • Influencer marketing: Brands can collaborate with influencers to promote their products.
  • Gamification: Brands can create games or challenges that encourage shoppers to interact with their products.

The future of shoppertainment

Shoppertainment is a growing trend that is likely to continue to gain popularity in the years to come. As more and more consumers become comfortable with online shopping, they will be looking for more engaging and immersive experiences. Shoppertainment offers a way to meet this demand and provide consumers with a more satisfying shopping experience.


The Connected Consumer Q1 2023 report provides valuable insights into the latest trends in digital consumption in Vietnam. The rise of shoppertainment is one of the most significant trends, and brands that are able to embrace this trend will be well-positioned to succeed in the future.

Additional information