TikTok in the Philippines has expanded beyond entertainment, becoming a key resource for shopping guidance.
A study by commissioned by TikTok Philippines reveals that 88 percent of Filipino users browse the platform for fashion and beauty insights during the holidays to help decide on their shopping choices. About 62 percent of the consumers end up purchasing fashion items, while 51 percent buy beauty products they stumbled upon on TikTok.
The holiday season is anticipated to be busy period for online shopping. The study shows that 99 percent of Filipino TikTok users plan to buy gifts for loved ones and themselves. According to Life Dawn Cervero, TikTok Philippines’ vertical head for food and beverage, the platform enhances the festive experience of Christmas in the country with its impact on shopping trends.
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Electronics sales are expected to rise, with 60 percent of users planning to purchase mobile phones and laptops, mostly for personal use. TikTok also serves as a culinary inspiration source, with more than half of the users using it for holiday meal planning and 82 percent trying recipes from the platform.
Cervero further said that TikTok is a great source of “shoppertainment,” where consumers actively engage with and find entertainment from brands. The study found that 97 percent of users explored products after seeing ads on TikTok during sales events. This trend suggests an opportunity for businesses and entrepreneurs to use holiday-themed content for better product discovery and increased user interaction on the platform.