This paper seeks to define and explore the concept of “interactive e-commerce,” as illustrated through the rise of Pinduoduo. Interactive e-commerce can be understood as an integration of consumer-facing elements of user experience: recommendation, community and entertainment – enabling supply-side optimization to offer increased value to the consumer.
Interactive e-commerce can be viewed as an extension of the popular “Disney and Costco” characterization: “Disney,” as it provides an entertaining, engaging, and socially connected user experience. “Costco” in that it can leverage insights drawn from users and direct relationships with manufacturers to achieve efficient economies of scale, and thus superior value for money. Interactive e-commerce humanizes the online shopping experience. It is an approach that recreates the enjoyable experience of shopping in the physical world for the digital age.
