The consumer packaged goods (CPG) category has seen tremendous growth thanks to ecommerce. Learn how Nestlé, one of the world's largest food companies, quickly pivoted and accelerated its digital transformation by leaning into shoppable commerce to drive digital purchases. Watch Industry Voices Spotlight on CPG with Alicia Enciso, CMO of Nestlé USA.

NewFronts recap: Exclusive content on ad-supported platforms, shoppable shows, and creator-driven video content on social media were three major trends we saw at the NewFronts this past week.

The rest of the world is waking up to the potential of shoppable livestreams, but it’s old news to China’s short-form video players and ecommerce platforms. Short-video leaders Douyin (TikTok’s sister app) and Kuaishou (known outside of China as Kwai) have been expanding their social commerce operations, not just to sell products, but to provide services and other forms of content as well.

Social commerce is at the nexus of media-commerce convergence, a much larger and more powerful trend. One outgrowth of the past decade’s shift from mass to addressable media is that brands can efficiently find and aggregate niche audiences while shortening their path to purchase. It makes sense that there would be efforts to explicitly commercialize media content by making it shoppable.

eMarketer senior analyst at Insider Intelligence Ross Benes discusses Netflix's Q4 earnings and market position. He then talks about whether lesser-known streaming services can make some noise, YouTube's shoppable videos, and how Peacock's exclusive streaming deal with WWE Network can make its content offering more attractive.

There are lots of bigger experiments to make TV and video more shoppable. NBCUniversal debuted shoppable TV ads during the 2019 French Open with Lacoste as the pilot sponsor, and the media conglomerate added a direct checkout feature for shoppable content in April 2020.

Nearly all of the publishers we spoke with cited the massive popularity of shoppable livestreams in China as an example. For instance, Lepore said Hunker might engage influencers to host shopping livestreams on Instagram, as a way of helping publisher commerce content franchises grow omnichannel. “We might do that with our gift guide later this year,” he said.

The platform is expanding rapidly: Last week, it announced the launch of three new shoppable shows and hosted the first virtual Sneaker Con. On the corporate side, its first CMO will join the company on July 1. How it works:.

The news: Pinterest rolled out a new Shopping List feature that automatically collects a user’s saved shoppable Product Pins in one place and notifies them about price changes.

As Facebook continues to hone its Shops platform and the others improve their checkout functionality and publish more shoppable ads, it will be easier and easier for new social buyers in Australia to embrace the concept. As we have seen with ecommerce overall, once a shopping option becomes mainstream, if often develops a momentum of its own.

Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.

Led by platforms like Alibaba's Taobao, Douyin (the Chinese version of TikTok), and Kuaishou, shoppable livestreaming is by some estimates already a multibillion-dollar industry.

Snap launched shoppable AR in Canada in 2018, allowing advertisers to develop custom lenses designed to engage users and lead them to click through to retail sites.

Shoppable Tweets. In early March, Twitter confirmed to TechCrunch that it was testing shoppable tweets. The new format includes a large “Shop” button that links out to an ecommerce product page and also features product details integrated into the tweet itself. Twitter added that the new feature will be for organic posts, not ads.

“For example, they are looking to do more with shoppable display formats, including video. Both companies have a long way to go before catching up with Amazon in the world of ecommerce, but they recognize that they stand to lose digital ad business to the ecommerce giant.”.

Shoppable livestreams are also extremely popular on short-video apps Douyin and Kuaishou. Key product categories. Amid the rapid expansion of both the middle class and ecommerce in China, the beauty category reached new heights in 2020. Consumers in China spent $11.0 billion on beauty products online last year, with skincare making up the majority of those sales, per research firm The NPD Group.

Facebook’s Shoppable Page launched in Canada in March 2017, almost two years after the launch in the US market. Instagram Shopping arrived in Canada in March 2018, a year after the US launch. And Pinterest’s Promoted Pins launched in the US two years ahead of Canada (2016).

Last April, Luo cohosted a shoppable livestream with human influencer Li Jiaqi, who is widely considered one of the top two influencers (known locally as key opinion leaders, or KOLs) in China.

Respondents indicated that shoppable images and videos were the most influential in driving them to make a purchase at 20.8%. Other influences were posts from brands they follow (15.5%) and video advertising (14.6%). Near the bottom of the list were sponsored posts from brands they don’t follow (2.8%) and posts from celebrity influencers they do (2.5%).

Marketer Takeaway: Shoppable videos are the next frontier for social commerce, and Facebook wants to cash in on the trend. But it’s got some competition: TikTok also debuted its first shoppable livestream in August with Ntwrk, a home shopping network geared toward Gen Z. In mid-December, Walmart also hosted a live shopping experience on the platform.

What’s more, TikTok ran a test of shoppable livestreaming with Walmart in December 2020. The hourlong event brought together 10 TikTok creators, who showed off Walmart fashions in a variety-show format. When TikTok viewers saw something they liked during the show, they could tap on the product, add it to a cart, and check out. TikTok may be a powerful purchase driver for Gen Z.

NBCUniversal continues to bet big on shoppable content. TV’s weird 2020: Viewership plummeted, but time spent increased. US adults added 1 hour of digital time in 2020.

Many food and beverage brands have focused on transforming their digital approach and making their media shoppable. This ensures a smoother customer journey and improves their relationship with their retailers. What's your take on how D2C will shake out in the region in the next year or so?