Shoppertainment set to become Southeast Asian shopping trend

More shoppers are influenced by amusing, short videos when it comes to trying out new products.

Approximately 82% of Southeast Asian shoppers have discovered a new or different brand to buy online through short, amusing videos.

This is according to a report by Nielsen Global Authenticity Study commissioned by online content platform TikTok, with a survey pool of over 1,800 Southeast Asian users in March 2021.

More than half, at 55%, have found themselves making unexpected purchases based on these videos despite having a shopping list on hand.

Videos have helped hype up mega sales on e-commerce platforms, with 67% of Southeast Asian TikTok users excited and happy about these seasonal discounts.

“This year, we are seeing a rise of Shoppertainment—a convergence of content and commerce—where shoppers expect not just to be sold to, but to be entertained as well. Instead of people searching for products, products are now searching for people. We hope these insights can help businesses own their mega sale moment and engage with TikTok’s community of happy users,” said TikTok Southeast Asia Had of Business Marketing Ng Chew Wee.