Jul 20
Hosts selling billions in single broadcasts: how live-stream shopping made Chinese e-commerce into entertainment, and whether it can travel West.
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Hosts selling billions in single broadcasts: how live-stream shopping made Chinese e-commerce into entertainment, and whether it can travel West.
Anya is live and ready to show you everything. Watch her strip, dance, and perform exclusive shows just for you. Interact in real-time and make your fantasies come true.
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従来のECサイトは「目的買い」の場です。「水が欲しい」「新しいスニーカーが欲しい」という明確な目的を持ってサイトを訪れ、検索窓にキーワードを打ち込みます。そこでは「価格の安さ」や「配送の早さ」といったスペックの比較が競争の軸になります。 一方、TikTok Shopは「発見買い（ディスカバリーコマース）」の場です。ユーザーは買い物をしようと思ってアプリを開くわけではありません。暇つぶしや娯楽として動画をスクロールしている最中に、AI（人工知能）によるレコメンド機能によって、「自分の好みにドンピシャの商品」が流れてくるのです。 「こんな商品があったのか！」 「これ、私の悩みを解決してくれるかも！」 そうした予期せぬ出合い（セレンディピティー）が、衝動的な購買意欲を喚起します。まるで友人に熱量高くおすすめされた時のように、スペックの比較検討を飛び越えて、「欲しい！」という感情が先行して購入に至る。これがディスカバリーコマースの本質です。
「TikTokで爆売れ現象」が起こるワケ、Amazon・楽天とは決定的に違う“ポテンシャル”の正体 | News&Analysis | ダイヤモンド・オンライン
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