The Future of Shopping is Inspired, Interactive, and In-Stream
Coming back from E-Commerce Expo Berlin, we are excited about one key takeaway: The next step for eCommerce isn’t about transactions—it’s about emotions. Or as Efe von Thenen told the industry in his keynote: “Don’t sell products: sell emotions”.
That’s why these things stood out:
1. Inspiration is the New Sales Funnel
Microsoft Advertising’s Stephanie Eva Boedige showed that people get inspired by what they watch on-screen. This inspiration can drive purchases within seconds. The challenge? It’s not ads that spark this impulse—it’s the content surrounding them.
2. Social Commerce is Booming (and Streaming Is Next)
everstox’s Kristina Mertens highlighted the rise of social commerce in China and the USA. With users spending up to 17 hours a week on TikTok, traditional e-commerce sites could become an afterthought.
3. Don’t count on Ads alone
TikTok’s Nele Odzuck shared research showing that 86% of viewers actively avoid ads. With cookies disappearing and ad blockers on the rise, traditional ad ROI is falling, as highlighted by @Smarketer GmbH’s @Daniel Tschirschwitz. So, if ads are less effective, how do brands convert inspiration into sales?
4. Live Shopping Converts Inspiration into Action
Daniela Sichting’s Super Streusel showed how live shopping on Instagram drives conversions. But there is one challenge: viewers need to be able to buy products directly in-stream without leaving the content. Any switch outside the streaming environment already disrupts conversions.
5. What about Video Streaming?
Surprisingly, the discussion on video-on-demand streaming (VOD) as a marketing and sales channel was missing. Streaming services hold viewers’ attention for hours, inspiring them through high-quality content. Imagine the potential if viewers could buy what they see—without ever leaving their favourite show. This could combine the effectiveness of social commerce with the emotional power of movies and TV shows.
What this means for brands:
1) Build emotional connections with audiences to drive action.
2) Invest in personalised and interactive experiences to foster loyalty.
3) Learn from live shopping and social commerce to meet consumers where they are—on social media and streaming platforms.
At Jay, we’re already turning this vision into reality. Our in-stream shopping technology transforms viewer inspiration into seamless purchases—without interrupting the content they love.
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