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The Future of
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Consumer & Commerce

Consumer & Commerce

Consumer & Commerce

Shoppertainment 2024:
The Future of Consumer & Commerce

2 women shopping with the illustration of a frame of a phonespeech bubble illustration with a hand thumb upillustration bubble speech shopping cartillustration bubble speech red heart

Shoppertainment:
Era of Content-Driven Commerce

Uncover new insights that decode consumer behaviour. Click to reveal what this means for businesses & how you can thrive in this USD 1 Trillion Shoppertainment space.

79%

of consumers are more influenced by content not related to discounts. They want to make intuitive, not impulsive decisions

impact on brands

Brands should create content that empowers intuitive shopping by focusing on value, variety and volume

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Effortless Browse-to-buy

Consumers want to discover, search and buy via online platforms, as brand content becomes integral to the overall platform experience

impact on brands

Brands should empower effortless browse-to-buy through meaningful call-to-actions that inspires both on-platform and cross channel shopping

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73%

of APAC consumers are creating content in ‘fluid’ ways through trends, contributing in comment sections, livestreams and more

impact on brands

Brands need to tap on the influence of content co-creation via content communities to create thriving feedback loops of brand content consumption and engagement

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Social vs. Product Oriented

TH, VN & KR consumers are more influenced by content from creators and other users whereas JP & ID consumers are more influenced by Informational content

impact on brands

Brands should adopt a 2-pronged approach: generate engaging content and fulfill evolving market product or service demands and needs

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Shoppertainment
2024

Our latest thought-leadership in partnership with Accenture offers a holistic insight into consumers' evolving shopping behaviours, and how brands can leverage the power of content to navigate the changing e-commerce landscape to deliver real results

Download report
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TikTok shoppertainment report English

Use PACE to win at shoppertainment

With PACE, you can drive revenue growth through seamless integration of media, content & commerce

What is PACE?

A step-by-step framework to help businesses embark on Shoppertainment, driving revenue growth through seamless integration of media, content, and commerce on TikTok.

PACE denotes 4 key dimensions that helps you create a unique Shoppertainment experience on TikTok. Read on to learn more.

P

Persona

The starting point for Shoppertainment. Identify your target persona to define your assortment, content and empowerment strategy.

  • Tap into diverse audience segments on TikTok
  • Reach consumers at every stage of the funnel to maximise GMV
A

Assortment

Curate an optimal product mix to drive Average Order Value and Traffic uplift.

  • Use the assortment model matrix to curate relevant products for sale on TikTok Shop
  • Identify the right product communication strategy
C

Content

Content is the magnet to draw people in the loop from discovery to purchase.

  • Enable creative success with volume and variety of content on TikTok
  • Leverage multi-lever strategies to create differentiated livestream
E

Empowerment

Empower your brand to operate sustainably through advertising and marketing, and the right operating model.

  • Create an agile setup where your media and ecommerce teams work together towards shared goals
  • Shape your full-funnel strategy with TikTok’s suite of advertising solutions
Download PACE Guide
Download PACE Guide
Download PACE Guide
Download PACE Guide
Download PACE Guide

What is PACE?

A step-by-step framework to help businesses embark on Shoppertainment, driving revenue growth through seamless integration of media, content, and commerce on TikTok.PACE denotes 4 key dimensions that helps you create a unique Shoppertainment experience on TikTok. Read on to learn more.

Download PACE Guide

Persona

The starting point for Shoppertainment. Identify your target persona to define your assortment, content and empowerment strategy.

Download PACE Guide

Assortment

Curate an optimal product mix to drive Average Order Value and Traffic uplift.

Download PACE Guide

Content

Content is the magnet to draw people in the loop from discovery to purchase.

Download PACE Guide

Empowerment

Empower your brand to operate sustainably through advertising and marketing, and the right operating model.

Download PACE Guide

Hear from our clients

Discover how Samsung, Shiseido and Nivea achieved success on TikTok with PACE

Samsung Thailand

Shiseido Vietnam

Nivea Thailand

Are you ready to create an impactful Shoppertainment experience?

Take our PACE quiz to find out now!

Start the quiz
illustration cart with appliances, plants and chat icons floating

TikTok Shoppertainment Talk Show 2024

A fusion of entertainment and education, hear from industry leaders from TikTok, IAB, Accenture, Nestle and GroupM as they share insights into the evolving commerce landscape, consumer insights and importance of the Shoppertainment opportunity across APAC.

The agenda

1
Miranda Dimopoulos

Opening & Welcome

1min30s
2
Shant Oknayan

The Age of Content

6min30s
3
Michael Rehfeld

Evolving Consumer Behaviors in APAC

6min
4
Ng Chew Wee, Nadia Louis, Arthur Altounian

How-To Leverage the Shoppertainment Opportunity

14min
5
Miranda Dimopoulos, Nadia Louis, Arthur Altounian

Shoppertainment Rapid Fire

4min
6
Miranda Dimopoulos, Ng Chew Wee

Key Takeaways & Closing

2min30s

Featured speakers

Miranda Dimopoulos

Miranda Dimopoulos

Regional CEO
IAB, SEA & India
Shant Oknayan TikTok portrait

Shant Oknayan

Vice President,
Global Business
Asia, Oceania, Africa, TikTok
Michael Rehfeld

Michael Rehfeld

Managing Director
Accenture Strategy, SEA Lead
Nadia Louis

Nadia Louis

Head of Digital & eCommerce
Nestlé Asia, Oceania, Middle-East & Africa
Arthur Altounian

Arthur Altounian

VP, Client Strategy & Growth
GroupM Asia-Pacific (The Goat Agency)
Ng Chew Wee

Ng Chew Wee

Head of Business Marketing
TikTok Asia-Pacific

Shoppertainment
Resources for you

Ready to dive into the world of Shoppertainment and boost your brand's success? Explore the links below for insider tips & tricks.

Grow mega sales: success in SEA!

In SEA, Mega Sales season represents a period when consumers are primed to shop and clinch the best deals. Learn how to drive traffic and grow sales during the season here

Read Resource

Shoppertainment 2022: APAC'S USD 1 Trillion Opportunity

Learn more about APAC's fastest growing opportunity, what it means, and how you can leverage this opportunity to drive results for your brands

Read Resource

Get Inspired:
Success Stories

Explore how these APAC brands leveraged the transformative power of content to achieve full‑funnel business impact.

Maybelline Japan

Maybelline aimed to enhance brand favorability amongst digital-native female consumers. They worked with a creator to create a themed video and promoted it via In-Feed Ads, resulting in an 80% lift in brand awareness increased and 47.9% lift in brand favorability. Learn how Maybelline did it here:

read case study

CeraVe Australia

CeraVe was looking to drive up awareness and product sales. They launched content-led TopView and In-Feed Ads which included creators and a catchy jingle. The result was an 84% uplift in brand recall and a 29% uplift in preference over CeraVe competitor.  Learn how CeraVe did it here:

read case study
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tiktok

TikTok is at the forefront of Shoppertainment, where entertaining content influences commerce.

Shoppertainment
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Talk Show 2023
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Terms & Conditions

By registering for TikTok's Shoppertainment Talk Show event ("Event") and submitting your information on the registration form, you agree to comply with the Terms and Conditions below.

  1. The Event is a virtual event about how brands can navigate the changing commerce landscape, and how to leverage Shoppertainment strategies for success on: 29th February 2024, 3:00PM - 3.45PM (GMT +9), 2:00PM - 2.45PM (GMT +8), 1:00PM - 1.45PM (GMT +7)
  2. If you are an advertiser on TikTok For Business, you agree to comply with the terms set out in the TikTok Commercial Terms of Service, the TikTok Advertising Terms, the TikTok Payment Terms and any other policies and guidelines set out by TikTok in this link: https://ads.tiktok.com/i18n/official/policy/terms
  3. Any personal data collected under the registration form will be used for the Event and stored and processed in accordance with the TikTok For Business - Privacy and Cookie Policy (link: https://ads.tiktok.com/i18n/official/policy/privacy).
  4. TikTok makes no representation or warranties of any kind, whether express, implied, statutory or otherwise, with respect to any statement made at the Event (including the lawfulness, completeness, correctness, accuracy, currency or reliability of any Creative Assets).
  5. TikTok reserves the right to change the Terms and Conditions without notice and at any time.
  6. The Terms and Conditions are governed by the laws of Singapore. Any dispute arising out of or in connection with the Terms and Conditions shall be referred to and finally resolved by arbitration administered by the Singapore International Arbitration Centre (“SIAC”) in accordance with the Rules of the SIAC for the time being in force (“Rules”). The tribunal shall consist of one arbitrator nominated jointly by the Parties, or failing such joint nomination, by the President of the Court of Arbitration of SIAC for the time being. The language to be used in, and of all written documents provided in any such arbitration, shall be English. The seat of the arbitration shall be Singapore. Nothing in this Section 6 shall preclude either party applying for urgent interlocutory relief from any court of competent jurisdiction and for this purpose, the parties expressly submit to the jurisdiction of any such court.

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