At TikTok’s Shoppertainment Summit in Jakarta, TikTok reiterates its focus on being the platform where content and commerce converge. TikTok showcases how the tools and experiences available on the platform deliver a commerce experience that is lead by entertainment, providing users who use the platform a portal to discover their next purchase decision. With TikTok Shop’s seamless integration, consumers
do not have to leave the platform to complete their purchase, a clear and easier alternative for 85% of consumers who switch apps during a purchase journey online, according to the 2022 Future of Commerce study by TikTok and Boston Consulting Group (BCG).
TikTok is the platform where Shoppertianment comes alive. We have more than 325 million people on the platform every month and we are empowering more than 15 million businesses across Southeast Asia. This new online shopping trend opens up immense opportunities at a time when an important shift in consumer demand space happens. According to research conducted by BCG, this trend will usher a staggering $1 Trillion value of business opportunities across APAC by 2025, with 12.4 billion dollars available for growth in Thailand.
Nowadays, when consumers crave for discovery, authenticity, and community-driven recommendations, TikTok in Thailand seizes the opportunity by understanding the needs and wants of the different types of future consumers. This is believed to have huge impacts especially during Mega Sales Seasons when consumers are primed to clinch the best shopping deals.
Reshaping current retail path
It is along this line that TikTok further explores the consumers’ shopping behavior and underlines three customer’s insights of ‘Entertainment First, Shop Second’, ‘Consumers become far more skeptical and discerning when it comes to sponsored content’, and ‘It’s time to ignite Shoppertainment on TikTok’ that will help to unleash brand potential.
Entertainment First, Shop Second
More than 77% of consumers’ purchase decisions are impacted by amusing content today, and 2 in 3 new-to-brand conversions complete their purchase based on emotional demands.
Consumers become far more skeptical & discerning when it comes to sponsored content
When consumer expectation has shifted, the study shows that 6 in 10 consumers are not in the state of mind to purchase after they see branded content. It has become the factor that keeps consumers from purchasing as 34% feel skeptical towards branded content.
It’s time to ignite Shoppertainment on TikTok
To respond and be meaningfully connected to consumers, it is time for brands to accentuate Shoppertainment on TikTok, likewise, 70% of consumers trust the content on TikTok when making purchase decisions. Furthermore, 1 in 4 TikTok users consider buying on TikTok Shop, as a consequence of entertaining content from creators, celebrities, and brands.
TikTok Shop in Thailand serves as home to a new kind of shopping culture, where a single piece of content can quickly go viral and create demand globally, and where consumers quickly discover promotion campaigns, shoppable content, and access to a variety of product assortments. It is especially true during Mega Sales seasons when consumers are looking for the best deals and promos. “TikTok redefines Thais’ shopping experience through shoppertainment – combining TikTok’s unique fun and entertaining content, followed by commerce – to drive business outcomes and connect brands, sellers and creators with our community,” added Sirinit.
Entertaining content that leads commerce
Entertainment on TikTok fuels product discovery. A new word-of-mouth discovery culture that blends community, entertainment, and shopping to create a seamless journey from product discovery to purchase and beyond, where a single piece of content can quickly go viral and create demand globally.
According to a recent study by TikTok and Boston Consulting Group (BCG), 81% of APAC TikTok users say video content influenced their recent purchase. For instance, #TikTokMadeMeBuyIt, a powerful and well-documented cultural phenomenon which found its place online during the pandemic, has introduced to users new ways to discover new products on the platform. With over 60+ billion views, #TikTokMadeMeBuyIt showcases tremendous potential on consumers’ experiential needs that brands can tap into. While the campaign #TikTokป้ายยา in Thailand has over 1.5+ billion views within xx months after its launch.
In Thailand, according to Toluna’s findings*, 97% of TikTok users took action during sale season after watching ads on TikTok. The research also shown TikTok users are 3.5 times more willing to spend THB 10,000 – 17,600 during the Mega Sale season when compared to non-TikTok users.
During the Mega Sale season 2022 in Thailand, 80% of TikTok users shopped on TikTok Shop and the top-three categories are Fashion & Accessories (55%), Beauty & Personal Care (46%), and Food & Beverage (40%). The top key drivers that fuel up consumer purchases during Mega Sale are free delivery, coupons & discounts, and the ability to pay with cash on delivery.
TikTok’s commerce solutions
Indeed, TikTok is where “Content” and “Commerce” converge, turning entertainment to action. Thus, it introduces a content maturity framework called “Recut, Remix, Reimagine” wherein existing creative assets for TikTok are used to recreate even more entertaining content through creative ideas using the power of TikTok. When converted into Live Shopping Ads (LSA) and Video Shopping Ads (VSA), these provide a seamless touch-point that brings in massive sales volumes, especially during mega sales seasons.
According to Sirinit Virayasiri, Head of Business Marketing – Thailand TikTok, “Shoppertainment has become the next era of online commerce and by 2025 it’s expected to unlock the $1 trillion worth shoppertainment opportunity across APAC. It is high time to ignite Shoppertainment on TikTok in order to create a highly immersive shopping experience for consumers. TikTok users are also looking for a seamless shopping experience, only found on TikTok where content and commerce seamlessly converges.
The upcoming Mega Sales are crucial moments for brands as consumers are primed to shop & clinch the best deals. To offer marketing effectiveness and growth, brand should start trying test, learn a adopt solution.”
TikTok Shop is a key element of our commerce offering and enables brands of all sizes, no matter how big or small, to get discovered and sell their products to the TikTok community without leaving the platform.
- TikTok Shop enables our community to seamlessly purchase products from merchants and creators without leaving the platform.
- By reducing the number of clicks needed in the purchase journey, TikTok can help brands convert interest into sales.
Apart from inspiring creativity and bringing joy to Thailand, TikTok also unlocks possibilities and opportunities for Thai creators, businesses, and communities, as it transforms how brands connect and drive shopping moments through an infinite loop of discovery, purchase, review, and participation.
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