Redefining E-Commerce: Engagement and Interactivity in the Digital Space

This week’s podcast is about search-focused vs. interaction / engagement focused ecommerce. And a lot about Pinduoduo.

You can listen to this podcast here, which has the slides and graphics mentioned. Also available at iTunes and Google Podcasts.

Here is the link to the TechMoat Consulting.

Here is the link to our Tech Tours.

Interaction / engagement-focused product has three dimensions:

• Recommendations. This is passive consumption, not active searching. So that means machine learning-powered newsfeeds. Basically, just like TikTok and Instagram.
• Entertainment. That means features, games, and videos.
• Community. This is about tapping into group behavior. You want active communication and sharing between users. And on social networks. You also want livestreaming with friends. And, if possible, you want group buying.

I think there are two archetypes for interaction-focused ecommerce.

• Type 1: Newsfeed based. That’s TikTok. That’s the sushi train restaurants. This is TikTok Shop is a good example of this. With lots of little purchases. Mostly based on whose videos you like to watch and what surprises show up in your feed.
• Type 2: Carnival based. That’s early PDD. It’s lots of games. Which is very different than TikTok Shop.

Alibaba has three interesting use cases for ecommerce.

1. The Power of Livestreaming in Ecommerce
2. Image-Based Search Changes the Way We Find Products
3. Conversational Search

Photo by Hugh Han on Unsplash

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I am a consultant and keynote speaker on how to accelerate growth with improving customer experiences (CX) and digital moats.

I am a partner at TechMoat Consulting, a consulting firm specialized in how to increase growth with improved customer experiences (CX), personalization and other types of customer value. Get in touch here.

I am also author of the Moats and Marathons book series, a framework for building and measuring competitive advantages in digital businesses.

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