影片商務市場報告：2031 年趨勢、預測與競爭分析

全球影片商務市場前景光明，零售和電子商務、時尚和美容、電子產品和小工具、家居和家具、食品和飲料以及旅遊和酒店市場都存在機會。預計到 2031 年，全球影片商務市場規模將達到 5,0936 億美元，2025 年至 2031 年的複合年成長率為 30.3%。這個市場的主要驅動力是直播的興起、消費者偏好的不斷變化的以及網路購物的興起。

• Lucintel 預測，在預測期內，社群媒體平台將實現跨平台最高成長。
• 根據最終用途，零售和電子商務預計將實現最高成長。
• 根據地區來看，預計亞太地區將在預測期內實現最高成長。

影片商務市場的策略成長機會

影片商務為各個關鍵應用提供了重要的策略成長機會。這反映了品牌可以透過使用影片內容來增強消費者體驗、銷售產品和創造動態、引人入勝的購物環境而獲得的許多好處。

• 電子商務整合：在電子商務網站添加影片內容本身就是一個成長機會。品牌可以透過教學、評論和現場演示來提高其產品的知名度和吸引力。這有利於豐富購物體驗、增加購買意願並提高轉換率。
• 有影響力的合作：與有影響力的合作也是推動影片商務成長的絕佳策略。透過引人注目的影片內容，有影響力的人可以正面推廣您的產品，顯著提高品牌知名度。此類合作使品牌能夠透過有影響力人士的信任和信譽接觸到新的受眾，從而推動消費者參與和銷售。
• 直播銷售活動：直播銷售活動營造緊迫感和即時互動，促進銷售。透過正確的推廣，這些活動可以吸引觀眾、建立社群並推動即時購買決策。
• 量身訂製的購物體驗：產品影片提供獨特、個人化的購物體驗。數據分析使您能夠個性化內容，提高消費者參與度。個人化可以加強客戶與您的品牌的關係，建立信任和忠誠度並增加重複購買。
• 進入新興市場：新興市場為影片商務提供了重要的成長機會。品牌可以利用日益成長的網路連線和智慧型手機的使用來瞄準新連網的消費者。在尚未開發的市場中，根據當地偏好客製化內容可以推動採用和銷售。

可以利用影片商務的這個策略成長機會來提高品牌知名度和參與度。透過進行品牌知名度宣傳活動和提供教育內容，使用這些應用程式的企業可以提高客戶忠誠度和銷售額。這種積極主動的方法使得影片商務在瞬息萬變的世界中取得成功。

影片商務市場促進因素與挑戰

多種技術、經濟和監管因素正在顯著影響影片商務市場。雖然這些促進因素增加了市場的成長前景，但挑戰可能會對這種成長產生不利影響。了解這些因素對於幫助相關人員有效應對不斷變化的情況至關重要。

影片商務市場受以下因素驅動：

• 科技進步：隨著高速網路和智慧型手機的興起，影片內容比以往任何時候都更容易取得。這將推動串流媒體技術和影片製作工具的創新，使品牌能夠創造出對消費者有趣且引人注目的高品質內容。結果是改善了消費者體驗，提高了轉換率，並使影片商務成為首選的購物方式。
• 社群媒體整合：Instagram、TikTok 和 Facebook 等平台已採用基於影片內容的購物功能，使品牌能夠接觸到更廣泛的受眾，並透過真實、相關的影片體驗直接與潛在客戶互動。社群媒體的病毒式傳播特性也增加了曝光率，有助於快速提高品牌知名度。
• 消費者對視覺內容的偏好：影片商務與消費行為向視覺更豐富的體驗解決方案的轉變相吻合。研究表明，消費者在觀看有關產品的影片內容後更願意購買。因此，影片正成為行銷策略中越來越不可或缺的一部分，在參與度和轉換率方面發揮關鍵作用。
• 個人化和定位：進階分析使品牌能夠向目標受眾群體提供高度個人化的影片內容。基於使用者行為的個人化建議使內容更具相關性，加深與消費者的情感連結。個人化直接轉化為更高的參與度和轉換率。
• 進入影響者行銷：影響者透過其值得信賴的認可和評論在影片商務中發揮關鍵作用。他們的熟悉度可以與粉絲建立信任和信譽，擴大您的品牌訊息並推動流量和銷售。有影響力的人的行動號召引起了追隨者的共鳴，增加了參與度和轉換率。

影片商務市場面臨的挑戰是：

• 內容飽和：隨著影片數量的增加，市場最終會達到飽和，品牌將難以實現差異化。太多的選擇會讓消費者不知所措，並削弱每個影片的影響力。品牌可能需要注重品質、原創性和故事性來吸引注意力並保持興趣。
• 駕馭法規環境：影片商務正伴隨著監管挑戰而發展，包括廣告標準和資料隱私。違反這些規定可能會導致巨額罰款並損害您的品牌聲譽。品牌需要了解並遵守法律要求，並應定期審核其影片行銷策略以確保合規。
• 技術障礙：雖然科技為影片商務提供了機會，但也帶來了挑戰，尤其是對於資源有限的中小型企業而言。製作高品質影片的成本很高，頻寬限制和基礎設施不足等技術挑戰阻礙了一些公司有效競爭。

科技進步、消費者偏好和社群媒體整合是影片商務市場的主要驅動力。主要挑戰包括內容飽和和克服監管障礙。能夠透過創新和合規克服這些挑戰的品牌很可能會在這個充滿活力的市場中蓬勃發展。

目錄

第1章執行摘要

第2章 全球影片商務市場：市場動態

• 簡介、背景和分類
• 供應鏈
• 產業驅動力與挑戰

第3章 2019年至2031年市場趨勢及預測分析

• 宏觀經濟趨勢（2019-2024）及預測（2025-2031）
• 全球影片商務市場趨勢（2019-2024）及預測（2025-2031）
• 按平台
  • 社群媒體平台
  • 電商平台
  • 影片串流平台
  • 直播平台
• 按最終用途
  • 零售與電子商務
  • 時尚與美容
  • 電子產品和小工具
  • 住宅和家具
  • 飲食
  • 旅遊與飯店
  • 其他

第4章2019年至2031年區域市場趨勢與預測分析

• 按地區
• 北美洲
• 歐洲
• 亞太地區
• 其他地區

第5章 競爭分析

• 產品系列分析
• 營運整合
• 波特五力分析

第6章 成長機會與策略分析

• 成長機會分析
  • 按平台
  • 按最終用途
  • 按地區
• 全球影片商務市場的新趨勢
• 戰略分析
  • 新產品開發
  • 全球影片商務市場容量不斷擴大
  • 全球影片商務市場的併購和合資企業
  • 認證和許可

第7章主要企業簡介

• Alibaba
• Shopify
• Amazon.com
• Alphabet
• Wayfair
• Bambuser
• Channelize.io
• Firework
• LiSA Social Commerce
• BuyWith

The future of the global video commerce market looks promising with opportunities in the retail & e-commerce, fashion & beauty, electronic & gadget, home & furniture, food & beverage, and travel & hospitality markets. The global video commerce market is expected to reach an estimated $5093.6 billion by 2031 with a CAGR of 30.3% from 2025 to 2031. The major drivers for this market are a rise in live streaming, evolving consumer preferences, and increased online shopping.

• Lucintel forecasts that, within the platform category, the social media platform is expected to witness the highest growth over the forecast period.
• Within the end-use category, retail & e-commerce is expected to witness the highest growth.
• In terms of region, APAC is expected to witness the highest growth over the forecast period.

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Emerging Trends in the Video Commerce Market

Emerging trends, such as those impacting consumer interaction and buying behavior, are constantly shaping the video commerce market. The business world is constantly evolving with technological change and changing the needs of consumers, and these emerging trends will be crucial in helping define future shopping landscapes.

• More Wide Adoption of Streaming: Live streaming has evolved to make video commerce a feature that enables interaction in real-time between brands and consumers. This increases levels of engagement and creates urgency, which boosts conversion rates. Brands are investing in live events for product presentation and tapping into influencer partnerships to drive participation and sales.
• Inclusion of Augmented Reality: Augmented reality provides a futuristic shopping experience as it empowers customers to see how the product will look in a space. This enhances customers' confidence in making their buying decisions. By implementing AR features in their video content, brands are likely to significantly increase engagement rates, satisfaction, and the possibility of conversion while reducing returns.
• AI Personalization: AI-based personalization is gathering pace, enabling brands to personalize video content based on consumer preferences and behavior. This creates a better user experience and allows brands to bond more closely with their consumers. Personalized recommendations and targeted advertising through video can reach higher engagement levels and boost sales outcomes.
• Rising Social Commerce: Social commerce is gaining momentum with the integration of shopping capabilities on platforms like Instagram and TikTok. This smoothens the buying process by enabling direct purchases from video content. As consumers increasingly shop on social media platforms, brands are aligning their video strategies to reach that growing audience.
• User-generated Content: Consumers perceive reviews from their peers as much more authentic than advertisements. User-generated content has emerged as a key driver for video commerce. Brands are encouraging customers to share their experiences on video, establishing a real connection with them. Not only does this enhance brand loyalty, but it also leads to engagement, as it speaks directly to potential buyers.

Video commerce is changing the way consumers shop and connect with brands. Business engagement and conversion are improving through live streaming, shoppable content, influencer collaborations, personalization, and integration with social media. It is building toward a more immersive, interactive shopping experience.

Recent Developments in the Video Commerce Market

Various exciting developments are happening across the video commerce market, changing the way brands interact with consumers. These developments show an upward trajectory, presenting wider possibilities with more insightful experiences and new, innovative uses of technology.

• Shoppable videos: The trend of shoppable videos has left a lasting impact and become a normal feature. It allows viewers to make purchases in real time within the video. This smoothens the buying process and enhances the consumer experience, leading to a boost in sales. Retailers are increasingly embracing this trend as it aligns with the seamlessness trend of shopping online.
• Live shopping events are the way forward: Live shopping events have been widely followed recently, allowing brands to engage with audiences in real time. These events create urgency and excitement, which have proven profitable for sales. In many cases, companies are using influencers to host such events, establishing credibility and connecting better with the audience. These events have changed traditional shopping paradigms.
• Better analytics: The core benefits derived from advanced analytics tools in video commerce can be illustrated by the fact that they provide a better understanding of consumer behavior. This enables more effective targeting and personalization, improving marketing strategies. Data is used as an optimization tool for content delivery, significantly improving engagement and conversion.
• Cross-platform integration: Cross-platform integration is evolving, enabling brands to deliver video shopping experiences across multiple social media and e-commerce platforms. This increases reach and engagement since users can interact with brands on more than one medium. Strategies that capture diverse audiences are essential for maximizing sales.
• Investment in technology: Video technology, including AR and VR, is receiving significant investment. Brands are leveraging these technologies to enrich consumer experiences and enhance their brand presence in the competitive market. Immersive shopping experiences help companies grow sales, increase engagement, and build brand loyalty.

Recent video commerce innovations will manifest the changes in shopping behaviors and brand strategies. Companies are enhancing customer engagement and sales through advanced analytics, the adoption of augmented reality, mobile optimization, subscription models, and multi-channel distribution. These changes lead to a more connected and innovative shopping experience.

Strategic Growth Opportunities for Video Commerce Market

Video commerce offers significant strategic growth opportunities in key applications. This reflects the various benefits that brands can accrue by using video content to enhance the consumer experience while selling products, creating a dynamic and engaging shopping environment.

• E-commerce integration: Adding video content to e-commerce sites presents a growth opportunity in itself. Brands can make products more visible and engaging through tutorials, reviews, and live demos. This fosters a richer shopping experience, brings people closer to making confident purchases, and leads to higher conversion rates.
• Influencer collaborations: Influencer collaborations are another excellent strategy that drives video commerce growth. Through attractive video content, influencers can authentically promote products, significantly increasing brand visibility. These collaborations help brands reach new audiences through influencers' trust and credibility, driving consumer engagement and sales.
• Live streaming sales events: Live streaming sales events create a sense of urgency and real-time interaction, boosting sales. With proper promotion, these events can engage audiences, build community, and encourage immediate purchasing decisions.
• Tailored shopping experience: Product videos provide unique, personal shopping experiences. Data analytics allows content to be customized for individuals, raising consumer engagement levels. Personalization leads to stronger relationships between customers and brands, fostering trust and loyalty, and increasing repeat purchases.
• Entering emerging markets: Emerging markets present critical growth opportunities for video commerce. Brands can target newly connected consumers by leveraging increased internet connectivity and smartphone usage. In untapped markets, adoption and sales can be driven by adapting content to local preferences.

This strategic growth opportunity in video commerce can be capitalized on to build brand recognition and engagement. By running brand awareness campaigns and offering educational content, businesses using these applications are likely to increase customer loyalty and sales. This proactive approach is driving success in the constantly changing video commerce landscape.

Video Commerce Market Driver and Challenges

Several technological, economic, and regulatory factors significantly affect the video commerce market. These drivers augment the growth prospects of the market; however, challenges could adversely impact such growth. Understanding these factors is critical for stakeholders to navigate the shifting landscape efficiently.

The factors driving the video commerce market include:

• Technological advancements: With high-speed internet and smartphones, video content is now more accessible than ever. This stimulates innovation in streaming technologies and video production tools, empowering brands to create high-quality content that is interesting and appealing to consumers. As a result, the consumer experience improves, leading to higher conversion rates and making video commerce a preferred shopping method.
• Social media integration: Adoption of shopping features based on video content by platforms like Instagram, TikTok, and Facebook has opened doors for brands to reach wider audiences and directly engage with potential customers through authentic and relatable video experiences. The viral nature of social media also increases exposure, helping brands grow their visibility quickly.
• Consumer preference for visual content: Video commerce aligns with the shift in consumer behavior toward more visual and rich experience solutions. Studies have shown that shoppers exhibit greater purchase intent after seeing video content of products. As a result, video is becoming increasingly integral to marketing strategies, playing a crucial role in both engagement and conversion.
• Personalization and targeting: Advanced analytics help brands deliver highly personalized video content to targeted audience segments. Personalized recommendations based on user behavior increase the relevance of content, deepening emotional connections with consumers. Personalization directly improves both engagement and conversion rates.
• Emergence of influencer marketing: Influencers play a key role in video commerce through authentic endorsements and reviews. Their relatability builds trust and credibility with followers, amplifying the brand message and driving traffic and sales. The calls-to-action from influencers resonate with their followers, increasing engagement and conversion.

Challenges in the video commerce market are:

• Saturation of content: As the number of videos increases, the marketplace may eventually reach saturation, making it difficult for brands to differentiate themselves. This could overwhelm consumers with too many options, diluting the effectiveness of individual videos. Brands will need to focus on quality, originality, and storytelling to capture attention and maintain interest.
• Compliance with the regulatory environment: Video commerce evolves alongside regulatory challenges, including advertising standards and data privacy. Breaching these regulations can result in hefty fines or damage to a brand's reputation. Brands must remain aware of and compliant with legal requirements, periodically auditing their video marketing strategies to ensure adherence.
• Technical barriers: While technology presents opportunities for video commerce, it also creates challenges, particularly for small businesses with limited resources. The production of high-quality videos can be costly, and technical issues such as bandwidth limitations or inadequate infrastructure may prevent some companies from competing effectively.

Technological advancements, consumer preferences, and social media integration are key drivers for the video commerce market. The main challenges include overcoming content saturation and regulatory hurdles. Brands that can navigate these challenges through innovation and compliance will thrive in this dynamic market.

List of Video Commerce Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies video commerce companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the video commerce companies profiled in this report include-

• Alibaba
• Shopify
• Amazon.com
• Alphabet
• Wayfair
• Bambuser
• Channelize.io
• Firework
• LiSA Social Commerce
• BuyWith

Video Commerce by Segment

The study includes a forecast for the global video commerce market by platform, end use, and region.

Video Commerce Market by Platform [Analysis by Value from 2019 to 2031]:

• Social Media Platforms
• E-commerce Platforms
• Video Streaming Platforms
• Live Streaming Platforms

Video Commerce Market by End Use [Analysis by Value from 2019 to 2031]:

• Retail & E-Commerce
• Fashion & Beauty
• Electronics & Gadgets
• Home & Furniture
• Food & Beverage
• Travel & Hospitality
• Others

Video Commerce Market by Region [Analysis by Value from 2019 to 2031]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Video Commerce Market

Video content integration is rising across the video commerce market, with companies across regions incorporating video content to offer better online shopping experiences and boost sales.

• United States: Live shopping events have become increasingly popular in the U.S., with more retailers, including Walmart and Target, hosting interactive sessions. Brand-influencer collaborations are growing more common. Shoppable videos on TikTok are gaining popularity, transforming basic marketing into a shopper experience.
• China: Video commerce through Douyin, Kuaishou, and live shopping is developing rapidly in China. This cultural phenomenon has boosted sales, and brands are using AI to differentiate their personalizations. Influencer marketing continues to play a key role, as consumer trust and involvement with products remain paramount.
• Germany: Video commerce in Germany focuses on sustainability and authenticity. This has led to an increase in video content across brands' online channels, with a continuous communication of product information. Influencer collaborations build credibility, while user-generated content has become increasingly important in reaching environmentally conscious consumers.
• India: Video commerce is growing significantly in India, especially among younger consumers. E-commerce companies like Flipkart and Amazon are investing in live shopping features. The rise of local content is making video shopping more accessible to a wide range of linguistic and cultural groups, supporting market penetration.
• Japan: Technology remains the driving force behind video commerce in Japan. Brands are leveraging augmented reality (AR) and virtual reality (VR) to enhance customer experiences. Live shopping is rapidly growing, and companies are focusing on integrating video content effectively across social media platforms to cater to digitally savvy consumers.

Features of the Global Video Commerce Market

Market Size Estimates: Video commerce market size estimation in terms of value ($B).

Trend and Forecast Analysis: Market trends (2019 to 2024) and forecast (2025 to 2031) by various segments and regions.

Segmentation Analysis: Video commerce market size by platform, end use, and region in terms of value ($B).

Regional Analysis: Video commerce market breakdown by North America, Europe, Asia Pacific, and Rest of the World.

Growth Opportunities: Analysis of growth opportunities in different platform, end use, and regions for the video commerce market.

Strategic Analysis: This includes M&A, new product development, and competitive landscape of the video commerce market.

Analysis of competitive intensity of the industry based on Porter's Five Forces model.

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This report answers following 11 key questions:

• Q.1. What are some of the most promising, high-growth opportunities for the video commerce market by platform (social media platforms, e-commerce platforms, video streaming platforms, and live streaming platforms), end use (retail & e-commerce, fashion & beauty, electronics & gadgets, home & furniture, food & beverage, travel & hospitality, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
• Q.2. Which segments will grow at a faster pace and why?
• Q.3. Which region will grow at a faster pace and why?
• Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
• Q.5. What are the business risks and competitive threats in this market?
• Q.6. What are the emerging trends in this market and the reasons behind them?
• Q.7. What are some of the changing demands of customers in the market?
• Q.8. What are the new developments in the market? Which companies are leading these developments?
• Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
• Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
• Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?

Table of Contents

1. Executive Summary

2. Global Video Commerce Market : Market Dynamics

• 2.1: Introduction, Background, and Classifications
• 2.2: Supply Chain
• 2.3: Industry Drivers and Challenges

3. Market Trends and Forecast Analysis from 2019 to 2031

• 3.1. Macroeconomic Trends (2019-2024) and Forecast (2025-2031)
• 3.2. Global Video Commerce Market Trends (2019-2024) and Forecast (2025-2031)
• 3.3: Global Video Commerce Market by Platform
  • 3.3.1: Social Media Platforms
  • 3.3.2: E-commerce Platforms
  • 3.3.3: Video Streaming Platforms
  • 3.3.4: Live Streaming Platforms
• 3.4: Global Video Commerce Market by End Use
  • 3.4.1: Retail & E-commerce
  • 3.4.2: Fashion & Beauty
  • 3.4.3: Electronics & Gadgets
  • 3.4.4: Home & Furniture
  • 3.4.5: Food & Beverage
  • 3.4.6: Travel & Hospitality
  • 3.4.7: Others

4. Market Trends and Forecast Analysis by Region from 2019 to 2031

• 4.1: Global Video Commerce Market by Region
• 4.2: North American Video Commerce Market
  • 4.2.1: North American Market by Platform: Social Media Platforms, E-commerce Platforms, Video Streaming Platforms, Live Streaming Platforms, , and
  • 4.2.2: North American Market by End Use: Retail & E-commerce, Fashion & Beauty, Electronics & Gadgets, Home & Furniture, Food & Beverage, Travel & Hospitality, and Others
• 4.3: European Video Commerce Market
  • 4.3.1: European Market by Platform: Social Media Platforms, E-commerce Platforms, Video Streaming Platforms, Live Streaming Platforms, , and
  • 4.3.2: European Market by End Use: Retail & E-commerce, Fashion & Beauty, Electronics & Gadgets, Home & Furniture, Food & Beverage, Travel & Hospitality, and Others
• 4.4: APAC Video Commerce Market
  • 4.4.1: APAC Market by Platform: Social Media Platforms, E-commerce Platforms, Video Streaming Platforms, Live Streaming Platforms, , and
  • 4.4.2: APAC Market by End Use: Retail & E-commerce, Fashion & Beauty, Electronics & Gadgets, Home & Furniture, Food & Beverage, Travel & Hospitality, and Others
• 4.5: ROW Video Commerce Market
  • 4.5.1: ROW Market by Platform: Social Media Platforms, E-commerce Platforms, Video Streaming Platforms, Live Streaming Platforms, , and
  • 4.5.2: ROW Market by End Use: Retail & E-commerce, Fashion & Beauty, Electronics & Gadgets, Home & Furniture, Food & Beverage, Travel & Hospitality, and Others

5. Competitor Analysis

• 5.1: Product Portfolio Analysis
• 5.2: Operational Integration
• 5.3: Porter's Five Forces Analysis

6. Growth Opportunities and Strategic Analysis

• 6.1: Growth Opportunity Analysis
  • 6.1.1: Growth Opportunities for the Global Video Commerce Market by Platform
  • 6.1.2: Growth Opportunities for the Global Video Commerce Market by End Use
  • 6.1.3: Growth Opportunities for the Global Video Commerce Market by Region
• 6.2: Emerging Trends in the Global Video Commerce Market
• 6.3: Strategic Analysis
  • 6.3.1: New Product Development
  • 6.3.2: Capacity Expansion of the Global Video Commerce Market
  • 6.3.3: Mergers, Acquisitions, and Joint Ventures in the Global Video Commerce Market
  • 6.3.4: Certification and Licensing

7. Company Profiles of Leading Players

• 7.1: Alibaba
• 7.2: Shopify
• 7.3: Amazon.com
• 7.4: Alphabet
• 7.5: Wayfair
• 7.6: Bambuser
• 7.7: Channelize.io
• 7.8: Firework
• 7.9: LiSA Social Commerce
• 7.10: BuyWith