TikTok has reaffirmed its focus on becoming the platform where content and commerce converge, at the Shoppertainment Summit in Jakarta, Indonesia.
TikTok said in a statement that it showcased the tools and experiences available on the platform to deliver a commerce experience that is led by entertainment, providing users who utilise the platform a portal to their next purchase decision.
With the seamless integration of TikTok Shop, consumers do not need to leave the platform to complete their purchase. This offers a clear and easier alternative for 85% of consumers who switch apps during an online purchase journey, according to the 2022 Future of Commerce study by TikTok and Boston Consulting Group (BCG).
At present, consumers are more open to participating in and reviewing brands and products due to the democratization of creativity on online platforms like TikTok.
According to the TikTok commissioned study on consumer behaviour during Mega Sales conducted by Toluna in SEA, 2023, 81% of TikTok users say they will shop online during this year’s shopping season.
“Users are seeking authentic content, inspirational videos, and a seamless shopping experience during the Mega Sales season, which lasts from September to the end of the year in Southeast Asia.
“This period encompasses several local and regional holidays and celebrations,” said Shant Oknayan, Head of Global Business Solutions, Asia Pacific, Middle East, Africa & Central Asia, TikTok.
“With a monthly user base of over 325 million on TikTok in Southeast Asia and over 15 million businesses on the platform, TikTok is the home of shoppertainment, offering consumers and brands a truly unique shopping experience,” added Oknayan.
As a platform that celebrates everyday creativity, TikTok’s impact extends beyond viral trends and entertainment value.
According to the TikTok Marketing Science Global Retail Path to Purchase study conducted by Material, TikTok users are 1.5 times more likely to make a purchase based on something they discovered on the platform compared to users of other platforms.
TikTok is also 1.7 times more likely than other platforms to be the source of product discovery.
Entertaining content that drives commerce Entertainment on TikTok fuels product discovery. A new word-of-mouth discovery culture blends community, entertainment, and shopping to create a seamless journey from product discovery to purchase and beyond.
A single piece of content can quickly go viral and create demand globally. According to the BCG study, 81% of APAC TikTok users say video content influenced their recent purchase.
For example, #TikTokMadeMeBuyIt, a powerful and well-documented cultural phenomenon that emerged during the pandemic, has introduced users to new ways of discovering products on the platform.
With over 60 billion views, #TikTokMadeMeBuyIt showcases the tremendous potential for brands to tap into consumers’ experiential needs. Maybelline Vietnam, for instance, drove a 790% increase in sales of their Superstay products by utilising #TikTokMadeMeBuyIt.
In the recently released whitepaper from WARC and TikTok, titled ‘When entertainment meets effectiveness: A guide to maximising impact’, Sapna Nemani, Chief Product and Solutions Officer at Publicis Groupe, restated that buying habits were evolving with Shoppertainment.
“Shoppertainment is at the forefront of the way people are discovering brands but also buying at the same time. There is no real funnel as such.”
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