TikTok Shop sees shift toward discovery-led shopping in Singapore

TikTok Shop is experiencing a transition from search-based shopping to discovery-led commerce in Singapore. According to Leon Koh, TikTok Shop Singapore Fashion Lead and Seller Management Lead, consumers are increasingly finding products through content feeds, short videos, and live selling sessions rather than starting with a specific search.

In Singapore, TikTok Shop’s short video gross merchandise value (GMV) has nearly doubled year-on-year, and its seller base has grown by over 125% to approximately 80,000. Transaction volumes have risen by more than 30%. Live commerce sales growth has also increased by over 70% year-on-year, accompanied by a more than 150% rise in live viewership.

This shift aligns with the broader growth of Singapore's e-commerce market, which is projected to reach $15 billion by 2030. The growth across TikTok Shop spans various categories, including fashion, beauty, electronics, and food and beverage.