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Commercetainment Explained: The future is a blend of content, entertainment and shopping
This trend, originating in China with the explosion of live commerce on platforms, is now finding footholds across global and Indian markets.
Commerce-tainment is a paradigm shift in how brands connect with digital-first consumers.
Commerce-tainment is a portmanteau of “commerce” and “entertainment” and is the convergence of shopping and content. It refers to retail experiences that are designed to entertain while driving transactions, turning traditional e-commerce into something more immersive, engaging and emotionally resonant. Think of it as shopping meets storytelling.
This trend, originating in China with the explosion of live commerce on platforms like Douyin, is now finding footholds across global and Indian markets. In essence, commerce-tainment transforms passive browsing into interactive, content-driven shopping experiences through formats like livestreams, influencer videos, gamified shopping or branded shows.
Gary Vaynerchuk, the entrepreneur and social media personality known as Gary Vee, has a more nuanced definition of commerce-tainment, specifically, and its form. In his view, the most effective way to sell in the digital age isn’t through hard sells or banner ads, but by creating content that captivates and connects.
Vaynerchuk’s approach centers on delivering value first: think engaging stories, practical advice or community-driven content, with product sales woven in subtly. Rather than interrupting users with marketing, he advocates for becoming the entertainment - building trust and loyalty through content that resonates. As audiences grow increasingly resistant to traditional advertising, Vaynerchuk believes commercetainment isn’t just a trend — it’s table stakes.
Why is Commerce-tainment the future?
Modern consumers — especially younger millennials and Gen Z — are content-first shoppers. They don’t just want a product; they want context, entertainment and inspiration around it. Traditional e-commerce often lacks the emotional connection or community feeling that physical retail or social media offers. Forms of commerce-tainment fill that gap by integrating storytelling, real-time engagement and social validation into the buying journey. India may be behind the curve, but startups and platforms are already testing similar waters.
Key Formats of Commerce-tainment
Live Commerce: Influencers or hosts demonstrate products live, answer questions, and close sales in real time. Example: Myntra’s “M-Live” and Flipkart’s live shopping integrations with influencers during festive sales.
Shoppable Videos: These are short or long-form videos where products are clickable and purchasable directly within the video. Example: YouTube’s shopping tab or Amazon MiniTV featuring branded content linked to product pages.
Gamified Shopping: Brands use quizzes, spin-the-wheel, treasure hunts, or reward-based tasks to keep users engaged and drive conversions. Example: Meesho’s and Flipkart’s app-based games during Big Billion Days.
Branded Entertainment: This involves brands producing full-fledged shows or series with subtle product placements or direct commerce hooks. Example: Netflix’s partnership with Walmart to create a shoppable hub for hit shows like “Stranger Things” merchandise.
Social Commerce + UGC: User-generated content drives inspiration. Fashion brands often use customer reels and styling videos to spark purchases. Example: Ajio and Nykaa’s style creator programs or Instagram’s shop integrations.
Trell and Roposo have both tried influencer-led, vernacular video commerce with varying success. Amazon MiniTV is blending entertainment and shopping by embedding brand partners into its shows. Tata Neu and JioMart are also experimenting with in-app entertainment formats tied to sales. Nykaa runs regular Instagram Lives where makeup artists demonstrate looks using their products with links to purchase.
Commerce-tainment is a paradigm shift in how brands connect with digital-first consumers. As attention spans shrink and expectations for authentic, entertaining experiences grow, this fusion of content and commerce offers a powerful new playbook for engagement and conversion. From livestreams to shoppable series, brands that embrace different forms of Commerce-tainment are building communities, creating stories and turning transactions into moments of delight. As India’s digital ecosystem matures, commerce-tainment could well be the future of online retail, one where storytelling sells.
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