Calum Di Lieto Calum Di Lieto Editor, Performance Marketing World

The future of e-commerce is ‘shoppertainment’

Platforms and marketers need to be prepared for a new way of selling to consumers.


Paul Kasamias, Managing Partner - Performics at Starcom, explains that e-commerce is evolving in a way that will embrace livestreaming... 

The pandemic caused a major downturn as physical stores remained closed for extended periods of time, but this served as a boost to e-commerce. The downturn has driven businesses to fast-track their D2C propositions, particularly traditional advertisers who have predominantly relied on retailers as a front door to commerce. 

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