As preparation for the holiday season, short-form mobile video TikTok connects users, creators, sellers, and brands through its in-platform e-commerce feature, Shoppertainment.
“Our family-centric culture of coming together and giving gifts makes Christmas a meaningful time for Pinoys,” said Life Dawn Cervero, Vertical Head for F&B, Philippines, TikTok. “TikTok complements this by providing not only authentic and entertaining content but also avenues of discovery, exploration, and exciting shopping experiences.”
A study by Toluna highlights TikTok’s impact during the festive season. Nearly all users plan their Christmas shopping on TikTok, seeking inspiration, global celebrations, and connections. TikTok’s #TikTokMadeMeBuyIt, #holiday, #GiftIdeas, #BudolFinds, and #giftwrapping hashtags witness billions of views, driving product discovery and purchases globally.
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“There is a fundamental shift in consumer-brand interactions, and consumers now seek engaging, exciting, educational, and entertaining experiences with brands,” Cervero said.
From viewers to shoppers
The platform’s ability to convert viewers to shoppers is evident, with 97% taking action after watching ads. Engaging content influences purchases, with reviews and limited-time offers sparking interest.
Cervero emphasized Shoppertainment’s relevance during the Mega Sales and “ber” season, highlighting December’s peak in online purchases, hitting 70% among Filipino TikTok users last year.
Insights into Filipino consumer behavior reveal trends across beauty & fashion, consumer electronics, and food & beverage categories. TikTok serves as a hub for fashion and beauty inspiration, influencing purchases in these categories. Users plan increased spending on beauty products, fashion, and electronics, aligning with TikTok trends like #beautyph and #TikTokFashion, boasting billions of views.
Consumer electronics witnessed a surge in purchases during Christmas, with many users aiming for personal upgrades. TikTok serves as a culinary inspiration hub, with over half of Filipino users seeking Christmas recipes and trying them out during the festive season. #tiktokfood, with over 140 billion views, showcases the platform’s impact on culinary exploration and experimentation.