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Online Shopping 2026: The Rise of Shoppertainment

The concept of shoppertainment is predicted to continue into 2026. In addition, selling through video, known as video commerce, is also expected to remain dominant in the online shopping landscape.

“Consumers now expect a combination of shopping and entertainment (shoppertainment). The presence of video commerce (inluding live shopping and short-form videos) continues to dominate the e-commerce ecosystem,” said Head of Research at Jakpat, Aska Primardi.

Jakpat survey data shows that live shopping is not merely a short-lived trend, but a shopping method that continues to strengthen its position in the market. This is evidenced by the very high level of public awareness since the end of last year, reaching 80% in the second half of 2024, and continuing to rise to 85% in the first half of 2025.

Consumer trust to engage within this ecosystem has also increased rapidly. In the first half of 2024, 74% of consumers stated that they had ever joined a live session, growing to 79% in the second half of 2025. Although the purchase rate experienced a slight fluctuation from 46% in the first half of 2024 to 44% in the second half of 2025, the consistently high level of audience engagement over the past year confirms that live shopping will remain a preferred channel for consumers to explore products and build connections with brands in the future.

“Live shopping awareness increased in the first half of 2025, followed by a rise in participation rates in live shopping,” Aska concluded.

He added that this phenomenon is closely linked to the fragmentation of shopping channels driven by the surge of social commerce, which integrates shopping features (live shopping, video commerce) into social media platforms such as TikTok, Instagram, and YouTube. “Consumers are looking for entertainment while shopping (shoppertainment),” said Aska.

Facing 2026

Jakpat predicts that market fragmentation will continue, with consumers constantly moving between social commerce, marketplaces, and Direct-to-Consumer (DTC) channels. This means there will no longer be a single dominant platform.

“Shoppertainment behavior has become a habit formed through social commerce. Consumers enjoy different interactions and content across each channel,” Aska added.

This will lead to a convergence of shopping experiences, where the boundaries between marketplaces and social commerce nearly disappear. Social media platforms will develop more advanced logistics fulfillment capabilities, while marketplaces will integrate content creation and livestream features more seamlessly.

“All platforms are competing to create ‘super-app commerce,’ where consumers can discover, interact, and complete transactions (including logistics) within a single application,” Aska explained regarding the evolution of online shopping in 2026.