1/5

In a talk I did earlier this year about big entertainment trends that were rapidly reshaping the wider landscape, I mentioned that the boundaries between content, commerce & community would soon be blurring into one.

Well, I wasn't far off...

2/5

This fantastic deep-dive presentation details the new formula that makes up what they've coined 'interactive ecommerce' - combining recommendation, community & entertainment.

It then delves into the best example of it in the world today, Pinduoduo

https://www.dropbox.com/s/dkkv5b3ru06ty4v/Interactive%20Ecommerce%20Whitepaper%202020.08.10.pdf

3/5

Pinduoduo is an incredible company, with a totally new model, that's seen them go from zero to $100 billion in five years.

Explore this great long read on them by @TurnerNovak https://turner.substack.com/p/pinduoduo-and-vertically-integrated

4/5

And if that isn't enough to convince you that this blurring of content, commerce and community is worth paying attention to, the super smart folks at a16z are onto it in a big way & IMO, they're always ahead of the game. https://a16z.com/2019/12/05/video-first-ecommerce/

5/5

And this is why the headlines about Walmart teaming up with Microsoft to buy TikTok are garnering so much interest...it makes all kinds of sense.

NB - this is already happening on Douyin, China's version of TikTok

https://www.techradar.com/uk/news/microsoft-and-walmart-could-turn-tiktok-into-an-e-commerce-platform-for-creators