As early as September, 60% of Filipinos have begun their holiday shopping on TikTok, according to data from the platform.
What began as a short-form video-sharing app has evolved into a robust e-commerce hub, allowing users to discover products and shop directly within the app. This shift has positioned TikTok as a key player in the holiday shopping landscape, with Filipino users leveraging the platform for brand discovery.
A study commissioned by TikTok and conducted by Kantar Profile on shopping behaviors in Southeast Asia (SEA) revealed that 81% of Filipino TikTok users rely on the app to discover new brands and products during the festive season.
“By understanding and engaging with the platform’s diverse shopping personas, brands can better position themselves to connect with a highly engaged audience, ensuring success throughout the holiday season and beyond,” said Paolo David, head of Philippine Brand and Partnerships at TikTok.
Increase in holiday spending
TikTok has categorized its shoppers into four distinct groups, each with unique behaviors and preferences during the Mega Sales and other festive periods. Bargain Hunters are focused on getting the best value for their money, with 74% of them using TikTok more than once a day and 78% shopping weekly on e-commerce platforms. Inspirational Shoppers, who are adventurous and trend-driven, like to try new brands. Around 78% of them use TikTok daily, and 82% shop weekly. They are also 1.2 times more likely to shop on social media, with 86% trusting recommendations from their communities.
Effortless Shoppers prioritize convenience, with 73% of them using TikTok daily and 76% shopping weekly. Around 80% of this group appreciate seamless checkouts on e-commerce platforms. Purposeful Shoppers, on the other hand, favor brands that align with their values, especially those focused on sustainability. About 77% of them use TikTok more than once a day, and 80% shop weekly. They are twice as likely to shop on brand-specific websites and 2.8 times more likely to purchase products that foster a sense of community.
The study also found that TikTok users are 1.9 times more likely to increase their holiday spending this year, especially on beauty and personal care products.
With the 2024 shopping season in full swing, brands have a valuable opportunity to engage with TikTok’s diverse user base, not only leading up to Christmas but extending into the new year, as shopping trends continue beyond the traditional holiday season.