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MMA Global: Nilai Shoppertainment di Indonesia US$6,5 Miliar

Nilai shoppertainment di Indonesia saat ini tercatat sebesar US$6,5 miliar dan diproyeksikan tumbuh melesat ke depan.



Country Head dan Board of Director MMA Global Indonesia Shanti Tolani saat memberikan sambutan The Modern Marketing Talk 2022 di The Ritz-Carlton Jakarta, Mega Kuningan, Rabu (24/8) lalu.

Jakarta, TechnoBusiness Insights IDShoppertainment, tren terbaru di dunia e-commerce yang menggabungkan antara “shopping” dengan “entertainment”, di Asia Pasifik diperkirakan akan terus tumbuh hingga bernilai US$1 triliun pada 2025.

Di Indonesia, sebagai pasar terbesar e-commerce di Asia Tenggara, tentu tidak kalah. Perusahaan-perusahaan e-commerce yang beroperasi di Tanah Air berupaya untuk mengakomodasi tren Shoppertainment tersebut.

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Dalam laporan Brand Safety dan MarTech Report 2022 yang disampaikan oleh MMA Global Indonesia pada konferensi The Modern Marketing Talk 2022 di The Ritz-Carlton Jakarta, Mega Kuningan, Rabu (24/8) lalu, nilai Shoppertainment di Indonesia tinggi.


“Penelitian menunjukkan bahwa Indonesia memiliki nilai Shoppertainment yang tinggi,” kata Country Head dan Board of Director MMA Global Indonesia Shanti Tolani. “Saat ini, Gross Merchandise Value [GMV] Shoppertainment-nya bernilai US$6,5 miliar.”

Nilai Shoppertainment itu diperkirakan akan melesat hingga lebih dari US$27 miliar pada 2025. Itu berarti pertumbuhan gabungan (CAGR) sejak saat ini sampai 2025 mencapai 62%, sebuah pertumbuhan yang tidak kecil.

Sudah Disadari

Yang tidak kalah penting dari laporan Brand Safety Survey 2022 yang dilakukan oleh MMA Global Indonesia bekerja sama dengan Decision Lab, yaitu kesadaran terkait kehadiran dunia digital yang masif akhir-akhir ini.

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Dari laporan itu diketahui bahwa 73% responden yang terdiri dari para profesional berbagai industri telah mengetahui dan menerapkan pedoman peraturan untuk sektor mereka.


Selain itu, 53% responden menegaskan bahwa organisasi mereka telah memiliki pedoman pengendalian pembajakan. Separuh responden pun menyadari akan muncul pemborosan apabila perusahaan tanpa pedoman brand safety.●

Teks: TechnoBusiness Insights ID

Data: MMA Global Indonesia, Agustus 2022

Foto: MMA Global Indonesia

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