This article only represents the author's own views.
“She wore shabby clothes and was dumped by her boyfriend. But she was determined to turn her life around and looked stunning as she made an amazing comeback at his wedding three months later.” If this storyline sounds familiar, congratulations — you’ve become a regular in the universe of storytelling content on e-commerce.
Over the past two years, a growing number of e-commerce platforms have launched “short drama” sections, investing real capital to support creators. By integrating products into plots, they allow users to “watch and shop” simultaneously — often making purchases without realizing it. What began as a marketing gimmick has evolved into a structural shift in how attention and consumption decisions are captured.