Singapore retailers are turning to TikTok to reach global customers, especially young adults who enjoy funny videos and pranks.
The social media platform, known for its short videos and everyday influencers, offers brands a way to connect with international shoppers without spending big on celebrity endorsements, thanks to its over a billion active users globally.
He added that influencer marketing can be “very powerful” in starting trends and boosting product demand, even in markets far from where the product was initially intended to be sold. The app is especially popular in Singapore, where 3.38 million users aged 18 and above were recorded at the start of 2024.
However, TikTok’s yellow basket feature, which lets users buy products during live streams, is limited to viewers in the same region. Despite this, Benew has received interest from international customers. According to Mr Zhu, local retailers, including Takashimaya, have introduced the Stanley Cup, while supermarkets like NTUC Fairprice have started selling Prime Hydration drinks. The SGFR Store has also brought in Prime Hydration drinks and Fix Chocolate.
He also mentioned that while brands currently face challenges in deciding whether to create a Southeast Asian social media account or a more country-specific one, this choice “At the start of 2024, TikTok had 3.38 million users aged 18 and older in Singapore, according to ByteDance. Data from fintech company Airwallex showed that one in four Singaporeans preferred using TikTok for cross-border purchases on social media.
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