TikTok’s “shoppertainment” trend, where content and commerce converge on the platform, is expected to be worth $1 trillion in the Asia-Pacific region by 2025.

Key Takeaways

  • TikTok users in Thailand are highly engaged in shopping on the platform during mega sale seasons, with 80% of users making purchases on TikTok shops.
  • “Shoppertainment” is the next era of online commerce and is expected to be worth $1 trillion in the Asia-Pacific region by 2025.
  • TikTok’s seamless integration of content and commerce within its app provides a convenient alternative for consumers who typically switch apps during their online purchase journey.

TikTok, the popular short-video app, has been growing rapidly in the Asia-Pacific region, especially in markets like India, Indonesia, and Japan. According to a recent report by App Annie, TikTok was the most downloaded app in the region in 2022, surpassing Facebook, WhatsApp, and Instagram.

TikTok’s e-commerce potential is huge, especially in the Asia-Pacific region, where online shopping is booming. Shoppertainment, a content-driven commerce approach that combines entertainment and shopping, could unlock a market value of $1 trillion for brands in the Asia Pacific region by 2025, according to a study by TikTok and Boston Consulting Group.

Shoppertainment is expected to grow at a compound annual growth rate of 63% in markets including Australia, Indonesia, Japan, South Korea, Thailand, and Vietnam.

#TikTokMadeMeBuyIt or how Shoppertainment invades Thailand

A survey found that TikTok users in Thailand are more willing to spend during sales seasons and 80% of them shopped on TikTok during mega sales in 2022. The top categories for shopping on TikTok are fashion and accessories, beauty and personal care, and food and beverages.

The platform’s seamless integration of shopping makes it easier for consumers to complete purchases without leaving the app. The trend of shoppertainment presents significant business opportunities, with $12.4 billion available for growth in Thailand by 2025. Brands can leverage shoppertainment on TikTok to better connect with consumers and drive business outcomes. Video content on TikTok has a significant influence on users’ purchasing decisions.

As consumers increasingly rely on social media platforms for entertainment and shopping, the concept of “shoppertainment” has emerged as a powerful trend. TikTok, with its vibrant and engaging content, has seamlessly blended entertainment and commerce, creating a unique shopping experience for its users.

The top categories for shopping on TikTok in Thailand include fashion and accessories, beauty and personal care, and food and beverages. Through captivating videos and influencers, brands are able to showcase their products and connect with their target audience in a more authentic and compelling way.

Seamless integration of shopping

One of the key advantages of TikTok’s shoppertainment trend is its seamless integration of shopping within the app. Users can browse, discover, and complete purchases without the need to switch between different apps, streamlining the entire purchasing journey. This convenience factor has greatly contributed to the platform’s popularity among consumers.

Looking ahead, the shoppertainment trend is expected to continue its upward trajectory, with the Asia-Pacific region projected to reach a staggering $1 trillion market value by 2025. In Thailand alone, there is a significant growth opportunity of $12.4 billion for brands to tap into.

The power of shoppertainment

By harnessing the power of shoppertainment on TikTok, businesses can effectively engage with consumers and drive business outcomes. The video content on TikTok holds immense influence over users’ purchasing decisions, making it a valuable channel for brands to showcase their products and win over customers.

In a nutshell, the shoppertainment phenomenon on TikTok is revolutionizing the online shopping scene, offering consumers a shopping experience that’s both immersive and interactive. So, if brands hop on this bandwagon and make the most out of TikTok’s one-of-a-kind platform, they’ll be at the forefront of the market and build solid connections with their beloved audience.

About the author

Zhong Li is a tech journalist who covers the latest developments in artificial intelligence, robotics, and biotechnology. Zhong Li is passionate about exploring the ethical and social implications of emerging technologies.

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