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市場調查報告書
商品編碼
2046486
視訊購物市場-全球產業規模、佔有率、趨勢、機會與預測:按類型、按產品類型分類,2021-2031年Video Shopping Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By Product Type, 2021-2031F |
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全球視訊購物市場預計將從 2025 年的 7.8439 億美元大幅成長至 2031 年的 31.3277 億美元,複合年成長率高達 25.96%。
視訊購物是一種利用即時或錄製影片展示產品,並透過整合電子商務功能實現即時購買的數位零售技術。其主要驅動力是高速行動網際網路的普及以及支付功能與社群媒體平台的直接整合。這些底層技術促進了賣家和消費者之間的即時互動,從根本上改變了購物方式,使其從被動瀏覽轉變為身臨其境型互動體驗。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 7.8439億美元 |
| 市場規模:2031年 | 31.3277億美元 |
| 複合年成長率:2026-2031年 | 25.96% |
| 成長最快的細分市場 | 帶有購物功能的影片 |
| 最大的市場 | 亞太地區 |
然而,這個快速成長的產業面臨著一項重大挑戰:如何在分散的平台上實現指標標準化。視訊電商產業缺乏統一的指標,導致零售商難以準確追蹤投資報酬率 (ROI),從而使行銷預算的策略分配變得複雜。考慮到巨額投資,這種複雜性尤其值得關注。互動式廣告局 (IAB) 預測,到 2025 年,內容創作者經濟領域的廣告支出將達到 370 億美元。缺乏明確的指標意味著,對於許多全球公司而言,如何擴展這些影片為中心的宣傳活動仍然是一項營運挑戰。
網紅經濟和KOL行銷的擴張是全球視訊購物市場的重要驅動力。消費者在做出購買決策時,越來越重視內容創作者的真實性和親和力,而非傳統的企業廣告,這使得這些創作者逐漸轉型為直接銷售管道。這種策略轉變使品牌能夠利用已建立的信任,透過在真實場景中展示產品來提高轉換率。根據Sprout Social 2025年3月發布的報告,86%的美國行銷人員計劃在2025年與網紅合作,這凸顯了預算分配向這種人性化的銷售模式的顯著轉變。
同時,社群媒體平台購物功能的整合顯著加速了市場接受度,簡化了消費者的購買流程。這些平台正在演變為自給自足的生態系統,用戶無需離開影片介面即可無縫發現、瀏覽和交易商品——這一概念通常被稱為「娛樂購物」。這種技術整合在用戶參與度最高點創造了即時購買機會。根據 Capital One Shopping 2025 年 11 月的數據,當年 45.5% 的美國 TikTok 用戶至少在該平台上進行過一次社群電商購物。這一趨勢反映了娛樂與商業更廣泛的融合,DHL 在 2025 年的報告顯示,66% 的消費者對直播購物活動感興趣,這凸顯了全球零售業對整合影片體驗日益成長的需求。
目前,全球視訊購物市場發展的主要障礙在於許多分散的平台缺乏標準化的衡量標準。缺乏統一的指標導致零售商的洞察力嚴重不足,無法準確地將銷售額歸因於特定的影片互動,也無法精確計算檢驗的投資報酬率 (ROI)。由於缺乏這些關鍵訊息,品牌難以證明將行銷預算投入視訊電商的合理性,因為他們無法有效區分高績效內容和低效支出。
隨著媒體庫存成本持續上漲,以及對財務課責要求日益嚴格,這種缺乏透明度的現象造成了特別嚴重的負面後果。世界廣告商聯合會(WFA)預測,到2025年,全球媒體價格將上漲約4%,社群影片管道也面臨類似的成本壓力。隨著取得廣告位相關的財務風險不斷增加,由於無法可靠地衡量宣傳活動的效果,全球企業被迫限制其市場規模。這種謹慎的做法實際上凍結了潛在的投資,阻礙了市場擴張跟上消費者接受度的步伐,並由於營運的不確定性而錯失了大量的商機。
由生成式人工智慧驅動的內容自動化重複使用正在從根本上改變全球視訊購物市場的生產經濟格局。隨著消費者對跨通路連續影片串流的需求超過了傳統的人工製作能力,零售商正擴大採用生成式模型,將冗長的實況活動自動拆分成可購買的簡潔短片。這項技術使品牌能夠顯著延長影片資產的生命週期,並大規模實現通訊個人化,而無需承擔高昂的後製成本。對於那些優先考慮自動化以保持競爭力的市場參與企業而言,這種效率帶來的經濟效益變得越來越明顯。根據 Synthesia 2025 年 8 月發布的一份報告,68% 的公司在採用人工智慧後,內容行銷的投資回報率有所提高,這證明了向自動化影片生成策略轉型以維持零售業高頻互動策略的合理性。
此外,在直播過程中引入擴增實境(AR)虛擬試穿功能,正成為克服遠端產品購買固有限制的關鍵解決方案。與被動觀看影片不同,支援AR的直播串流允許觀眾即時將化妝品、服裝等產品虛擬疊加到他們的實際環境中。這項功能不僅有效彌合了常常阻礙線上轉換的“觸覺鴻溝”,而且還透過在交易前提供準確的視覺確認,直接解決了退貨率問題,最終增強了買家的信心。年輕一代消費者對這些互動工具的熱情尤為高漲,他們早已習慣了數位互動。根據BrandXR在2025年5月進行的一項調查,92%的Z世代消費者表示他們希望在電子商務中使用AR工具,這表明這些功能的整合正迅速成為視訊商務平台的必備標準。
The Global Video Shopping Market is projected to expand significantly, growing from USD 784.39 Million in 2025 to USD 3132.77 Million by 2031, demonstrating a robust compound annual growth rate (CAGR) of 25.96%. Video shopping, defined as a digital retail approach that uses live or pre-recorded video to display products and enable instant purchases via integrated e-commerce features, is primarily driven by the widespread availability of high-speed mobile internet and the direct integration of transactional capabilities into social media platforms. These foundational technologies facilitate real-time interactions between sellers and consumers, fundamentally transforming shopping from passive browsing into an immersive and interactive experience.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 784.39 Million |
| Market Size 2031 | USD 3132.77 Million |
| CAGR 2026-2031 | 25.96% |
| Fastest Growing Segment | Shoppable Videos |
| Largest Market | Asia Pacific |
However, this burgeoning sector faces a considerable hurdle in standardizing measurement across its fragmented platforms. Retailers frequently encounter difficulties in accurately tracking return on investment (ROI) due to the absence of unified metrics within the video commerce landscape, which complicates the strategic allocation of marketing budgets. This complexity is particularly noteworthy given the substantial financial stakes, as evidenced by the Interactive Advertising Bureau's 2025 projection of ad spend in the creator economy reaching 37 billion dollars. Without clear measurement standards, scaling these video-centric campaigns remains an operational challenge for numerous global enterprises.
Market Driver
The expansion of the influencer economy and Key Opinion Leader (KOL) marketing serves as a pivotal driver for the Global Video Shopping Market. Consumers are increasingly relying on the perceived authenticity and relatability of content creators over conventional corporate advertising to inform their purchasing decisions, effectively turning these creators into direct sales channels. This strategic shift empowers brands to capitalize on established trust, which translates into higher conversion rates as products are demonstrated in genuine, real-life contexts. According to a March 2025 Sprout Social report, 86% of US marketers planned to collaborate with influencers in 2025, highlighting a significant redirection of budget allocations towards this human-centric sales model.
Simultaneously, the integration of shoppable functionalities across social media platforms significantly accelerates market adoption by streamlining the consumer's purchasing journey. These platforms are evolving into self-contained ecosystems where product discovery, consideration, and transaction seamlessly occur without the user ever needing to exit the video interface, a concept frequently termed shoppertainment. This technological consolidation creates immediate purchasing opportunities during peak engagement moments. Data from Capital One Shopping in November 2025 revealed that 45.5% of TikTok users in the U.S. made at least one social e-commerce purchase on the platform during that year. This trend reflects a broader convergence of entertainment and commerce, with DHL reporting in 2025 that 66% of shoppers expressed interest in live-streamed shopping events, confirming a growing demand for integrated video experiences in the global retail sector.
Market Challenge
A primary impediment currently hindering the Global Video Shopping Market is the pervasive lack of standardized measurement protocols across its numerous fragmented platforms. This absence of unified metrics creates a substantial visibility gap for retailers, preventing them from precisely attributing sales to specific video interactions or accurately calculating a verifiable return on investment (ROI). Without these crucial insights, brands struggle to justify the allocation of marketing budgets to video commerce, as they cannot effectively distinguish between high-performing content and inefficient expenditures.
This lack of transparency becomes particularly detrimental as media inventory costs continue to escalate, necessitating stringent fiscal accountability. The World Federation of Advertisers forecast in 2025 that global media price inflation was expected to reach approximately 4 percent, with social video channels experiencing similar cost pressures. As the financial stakes associated with securing ad space increase, the inability to reliably measure campaign efficacy compels global enterprises to limit their market exposure. This cautious approach effectively freezes potential investment, preventing the market from scaling at a pace consistent with consumer adoption and leaving substantial revenue opportunities unrealized due to operational uncertainty.
Market Trends
The application of generative AI for automated content repurposing is fundamentally transforming the production economics within the Global Video Shopping Market. As the relentless demand for continuous video streams across diverse channels outstrips traditional human production capabilities, retailers are increasingly deploying generative models to automatically segment lengthy live events into concise, shoppable short-form clips. This technology allows brands to significantly extend the lifespan of their video assets and personalize messaging at scale, all without incurring prohibitive post-production expenses. The financial benefits of this enhanced efficiency are becoming increasingly evident to market participants who are prioritizing automation to maintain competitive visibility. According to Synthesia's August 2025 report, 68% of companies observed a growth in content marketing ROI after implementing AI, validating this strategic shift towards automated video generation for sustaining high-frequency retail engagement.
Furthermore, the adoption of augmented reality (AR) for in-stream try-ons is emerging as a vital solution to the inherent limitations of remote product purchasing. Unlike passive video consumption, AR-enabled streams empower viewers to virtually overlay products, such as cosmetics or apparel, onto their own physical environment in real-time. This functionality effectively bridges the tactile gap that often impedes online conversions and directly addresses the issue of product return rates by providing accurate visual validation prior to a transaction, thereby boosting buyer confidence. Consumer enthusiasm for these interactive tools is particularly strong among younger demographics who consider digital interactivity a baseline expectation. BrandXR's May 2025 research indicated that 92% of Gen Z consumers expressed a desire to use AR tools for e-commerce, signaling that the integration of such features is rapidly becoming a mandatory standard for video commerce platforms.
Report Scope
In this report, the Global Video Shopping Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global Video Shopping Market.
Global Video Shopping Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report: