TikTok Drives Shoppertainment for Malaysian Businesses

As Malaysia’s digital economy continues to grow, TikTok is committed to helping businesses adopt the right digital strategies to thrive in the shoppertainment landscape and build strong communities. The TikTok Mega Sales 2024 Event saw participation from over 200 attendees representing various sectors, including F&B, beauty, telecommunications, and healthcare. The event provided industry leaders, TikTok Shop Partners, and sellers with the insights needed to bypass traditional marketing methods and effectively engage their target audiences.

During the event, TikTok shared key insights and statistics about the behavior of TikTok users during Malaysia’s double-digit shopping season, offering strategies for businesses to reach their ideal customers. Key statistics included:

• 59% of TikTok users engage in retail therapy weekly.
• 50% of users shop while watching content on the platform.
• 89% of users participated in last year’s Mega Sales Events (11.11, 12.12, Festive Sales).
• High-spending shoppers spent an average of US$265 (around RM1,100) at each sale event in late 2023, leading to nearly 6x growth in conversions from discovery to purchase in H2 2023.
• TikTok users can be categorized into four distinct shopper personas:
• The Bargain Hunters: Focused on finding the best deals and discounts, they compare prices, read reviews, and hunt for vouchers to maximize value.
• The Effortless Shoppers: Prioritize convenience and enjoy personalized recommendations, fast checkouts, and one-click purchasing without leaving the app.
• The Inspirational Shoppers: Discover new products and brands, valuing the buying experience and making intuitive decisions based on content rather than extensive searches.
• The Purposeful Shoppers: Seek brands that emphasize quality, sustainability, and social responsibility, preferring those that align with their values and support a healthier, more sustainable lifestyle.

TikTok also encouraged Malaysian businesses to adopt the PACE strategy:

• Persona: Define your target audience to shape your product assortment, content, and empowerment strategies.
• Assortment: Curate an optimal product mix to boost Average Order Value (AOV) and traffic.
• Content: Create compelling content that draws consumers from discovery to purchase.
• Empowerment: Drive sustainable growth through effective advertising, marketing, and operational strategies.

“E-commerce in Malaysia is rapidly transforming the economy, creating new opportunities for sellers and offering buyers innovative ways to shop,” said Delilah Chan, Head of Partnerships for Singapore, Malaysia, and Indonesia. “At TikTok, we’re dedicated to providing businesses with the tools to strategize and successfully reach their target audience.”

Several businesses have already seen success by adopting TikTok’s digital marketing solutions. A leading F&B company in Malaysia connected with its younger audience through a branded mission on TikTok, leading to over 22 million views on their campaign hashtag, an 81% increase in brand conversations on TikTok, and a 6% increase in product purchases. Similarly, a local telecommunications company saw a 41% rise in customer conversions and reduced their marketing budget by half using TikTok. A smartphone brand used TikTok’s tools, including Branded Missions, Branded Effects, and In-feed ads, to launch a new phone, resulting in a 21.1% increase in online ad awareness and a 17.5% increase in sales compared to the previous quarter.

Businesses can apply TikTok’s PACE strategy during the upcoming Double Digit Sales (9.9, 10.10, 11.11, 12.12) on TikTok Shop, which offers various support options, including promotions, traffic support, and product and voucher assistance.

Aspiring entrepreneurs and business owners interested in TikTok’s shoppertainment strategy can easily join the TikTok community’s shopping excitement. Businesses can succeed on D2C platforms, marketplaces, or TikTok shops by leveraging a full-funnel strategy that combines branding and performance solutions. Visit TikTok to discover shopper personas, learn more about the PACE framework, or participate in upcoming Mega Sales events.