VidAU AI Co-Founder Unpacks the Global Surge in Content E-Commerce and How AI is Shaping the Future

At a time when content and commerce are becoming increasingly inseparable, Joanna Chan, Co-Founder of VidAU in Singapore, is helping brands unlock the next era of growth through the power of AI-driven video content. Speaking during a recent keynote session in Singapore, Joanna offered a sharp, data-informed perspective on one of the fastest-growing sectors in the digital economy, content e-commerce, and how VidAU is building the tools to scale it globally.

The Content-Commerce Connection Is No Longer Optional: It’s Essential

“Content is no longer just for awareness. It’s a direct path to conversion,” Joanna stated in her opening remarks. Backed by data and experience from working across digital marketing and AI, she highlighted a major shift: consumers are now discovering and buying products directly through video.

This evolution, known as content e-commerce, is disrupting traditional sales channels and rewriting the rules of brand engagement. In Asia, over 50% of all retail sales now happen online, and content commerce has exploded from just 0.43% in 2017 to over 25% by 2022. Globally, it’s expected to represent 17% of total e-commerce by 2025.

“These numbers are more than statistics. They reflect how audiences want to shop today, through experiences, stories, and video,” Joanna explained. “And VidAU is the bridge between that vision and reality.”

VidAU: Empowering the Content-First Generation of Brands

Founded in 2022, VidAU is a Singapore-based AI video creation platform designed to make content production faster, smarter, and globally scalable. With features like automated video generation from URLs, AI avatars, voiceovers, language translation, and script generation, VidAU equips businesses with powerful tools to create engaging video content in minutes not days.

“We built VidAU to solve a very real problem,” Joanna said. “Great content drives commerce, but creating it has traditionally required time, money, and expertise. Our mission is to democratize that process.”

VidAU now supports a diverse client base, including e-commerce entrepreneurs, influencers, marketing teams, and digital agencies. The platform is especially resonating with brands entering fast-paced markets like TikTok Shop, YouTube Shorts, and Instagram Reels, where short-form video is king.

Global Opportunity, Local Strategy

As part of her market analysis, Joanna touched on the massive potential in emerging regions. TikTok, for instance, has launched e-commerce features in the UK, Indonesia, and the U.S., with plans to scale to over 20 countries by 2025. Its GMV is expected to climb from $10 billion in 2023 to $30 billion in 2024, driven largely by content-led shopping.

But with opportunity comes saturation, and that’s where brands need a competitive edge.

“Brands who win in this space aren’t necessarily the biggest,” Joanna noted. “They’re the most agile. They create more, test faster, and engage smarter. That’s exactly what VidAU enables them to do.”

The New Playbook: Practical Strategies from VidAU’s Co-Founder

Joanna didn’t just analyze trends, she shared actionable strategies for businesses entering or scaling in the content commerce space:

• Focus on High-Impact Formats: Short-form videos remain the top-performing content type, accounting for over 80% of sales in TikTok’s ecosystem.
• Lean into Personalization: Use AI to create localized, personalized content at scale for different demographics and markets.
• Authenticity Beats Perfection: Raw, relatable content often outperforms polished ads. VidAU’s tools help maintain brand voice while optimizing for speed.
• Data Drives Decisions: Use real-time analytics to iterate. VidAU’s smart video creation engine helps teams test different creative directions quickly.

The VidAU Vision: Creating the Future of Video Commerce

Joanna closed her keynote with a bold but grounded vision: “The future of content e-commerce won’t be built on guesswork, it will be built on data, speed, and creativity, and that’s the intersection where VidAU lives.”

She emphasized that the company is not just building tools but creating a platform that empowers every brand, regardless of size or budget, to compete in the new economy of attention.

With AI continuing to evolve and the creator economy growing exponentially, VidAU’s timing couldn’t be more relevant.

“We’re not just riding the wave of change, we’re building the surfboard,” Joanna concluded.

About VidAU

VidAU is an AI-powered video creation platform helping brands, creators, and marketers produce compelling, commerce-ready video content at scale. Headquartered in Singapore with a global outlook, VidAU serves clients across e-commerce, social media, education, and more, empowering them to tell better stories, faster.