Matthew Keegan
Aug 22, 2023

TikTok Shop has yet to become mainstream amongst Singapore's consumers

TOP OF THE CHARTS: A study from Milieu Insight finds only 16% of consumers in Singapore have turned to social media for shopping.

TikTok Shop has yet to become mainstream amongst Singapore's consumers
Key findings:
  • TikTok Shop has yet to become mainstream, with only 33% of respondents aware of it, 9% shopped (without necessarily making a purchase) on it in the past 6 months, and 5% made a purchase on TikTok Shop in the past 6 months.
  • As expected, Gen Zs are more likely to be aware of TikTok Shop (61%), shopped on it (20%) and made a purchase (11%).
  • Generally, very few consumers in Singapore turn to social media for shopping (including TikTok Shop, Facebook Marketplace and Instagram Shop) with only 16% having shopped on either one of these platforms in the past 6 months. In comparison, 88% shopped on the key players of e-commerce marketplace Lazada and Shopee in the P6M.
  • Even among TikTok Shop shoppers, only 24% shop on the platform at least once a week.
Methodology: Based on a Milieu Insight survey with N=1,000 respondents in Singapore, broadly representative of the resident population by age, gender and household income. The survey was conducted via Milieu Insight's proprietary online panel from 4 to 8 May 2023.
Other findings:
  • TikTok Shop is a place for shoppers to discover new products, with 1 in 2 saying that the main reason for shopping on TikTok Shop is "To browse and discover new products/brands."
  • TikTok content creators play a key role for product discovery, with nearly 6 in 10 (58%) TikTok shoppers saying that they discover products via content creators/influencers/celebrities, followed by Live Events (TikTok's livestreaming service) (52%).
  • TikTok Shop seems to excel at offering competitive prices, with 47% of TikTok shoppers saying that the platform does better than other online platforms in terms of product pricing, followed by variety of products (25%) and engaging sellers (20%).
  • Local businesses are the most common type of business that users had purchased from (62%).

Related Articles

Just Published

13 hours ago

Indian brands remain resilient during global ...

Tata Consultancy Services retains its crown as India’s most valuable brand while HDFC Bank, Infosys, Airtel and SBI make up the top five

13 hours ago

Print in India to grow by 8-10% in 2024: ICRA

However, ad revenue will remain below pre-Covid levels despite the upcoming general elections

13 hours ago

APAC Effies 2023: Leo Burnett India finishes second ...

Whisper is brand of the year followed by Oreo and Dutchie Partners Life

14 hours ago

Ebiquity warns of 'risk averse' ad market as ...

Commentators point to 'soft' pitch market, but it is expected to pick up in 2024.