Home shopping 2.0: Live stream network redefines e-commerce

By Theriz Lizel R. Silvano

Many things have been said about the pandemic driving the acceleration of e-commerce. The pandemic is also redefining how businesses and brands are marketing their products and services, and a production studio here in the Philippines helps make it possible. 

Home shopping 2.0: Live stream network redefines e-commerce

Shoppertainment Live, said to be the country’s first live stream shopping network, offers advertising agencies, multinational companies, and e-commerce giants an online broadcast setup where they can properly sell their products. 

Live commerce

“We are the first to introduce live stream shopping in the Philippines after our partner, Serial E-commerce entrepreneur Steve Sy went back from his training in Alibaba and decided to co-build Shoppertainment Live with us,” shared chief executive officer Hiyasmin Neri-Soyao. 

The tech-enabled shopping network was established a year before the country was hit by the pandemic, as the founders envisioned the opportunity from live commerce they first saw in China would be the same here in the Philippines. 

True enough, the live commerce market in the Philippines is growing steadily and rapidly as consumers continue to cling to their screens. Shoppertainment Live reported a 200-percent growth from its numbers last year in terms of demand for live streams from brands. It currently produces 100 live streams per month. 

“We are proud to claim that we lead in empowering brands and companies to shift from their traditional ‘promodizing’ method [that is] usually done inside malls to doing it via live streaming,” enthused Neri-Soyao, adding that they expect the trend to continue “even if things get back to normal”.

Home shopping 2.0: Live stream network redefines e-commerce
Shoppertainment Live’s in-house presenters are trained to be entertaining and engaging, to help translate content to sales. 
Through the combined efforts of Neri-Soyao, chief broadcast officer Lawrence Lee, and chief strategic officer and co-founder Patt Soyao, the company says it has “expanded its clients’ digital e-commerce reach with an average of 10,000 organic views per hour, amplified by 70 percent digital engagement and 100 average store followers, with 2-10 percent viewership to sales conversion”.


The live selling videos are produced at its studios in its Quezon City headquarters, where they have trained in-house presenters, they call “influensales”, helping translate content to sales. 

“Not all presenters can produce the same numbers for every lifestyle. That is why Shoppertainment Live brought together a diverse group of presenters whom we trained to do ‘influensales’ as opposed to simply producing buzz and engagement for the brand,” said Neri-Soyao. 

Home shopping 2.0: Live stream network redefines e-commerce
Co-founders Patt Soyao and Hiyasmin Neri-Soyao (second and third from left) and chief broadcast officer Lawrence Lee (right) with Steve Sy (left) and the other people behind Shoppertainment Live. 
Prior to establishing Shoppertainment Live, Neri-Soyao was a shop host for ACJ O Shopping Corporation. She was trained by leading experts at CJ Broadcasting Academy in South Korea. 

The live e-commerce network has an incubation program through Shoppertainment Academy to educate its presenters to be entertaining and engaging. 

Studio sets

As it gears for global growth, Shoppertainment Live recently opened seven fully functional “Livestyle” studio sets for on the rise and in-demand categories. 

Studio sets include Style studios for fashion and beauty; Kitchen studios for cooking and home appliances; Lifestyle studios for talk shows and home care; Technology studios for mobile and gadgets; Music studios and Recreation studios for entertainment.

Home shopping 2.0: Live stream network redefines e-commerce
WHERE IT HAPPENS. Live stream shopping network Shoppertainment Live has different fully functional studio sets for in-demand categories, including cooking and home appliances, fashion and beauty, gadgets, home care, and music and recreation.
“With more studios, we expect more action for the market. The team’s confidence stems from handling the smallest local businesses to the biggest global brands as part of our roster of clients,” shared Neri-Soyao. 

Home shopping 2.0: Live stream network redefines e-commerce

She continued, “Shoppertainment Live’s strength is making products sellable, handling diverse products such as cosmetics, clothing, electronics, and everything in between.”

Topics: COVID-19 pandemic , Shoppertainment Live , Hiyasmin Neri-Soyao
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