How is TikTok Shop closing the gap with Shopee on promotions?

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TikTok Shop is Narrowing the Gap with Shopee in Promotions

TikTok Shop has significantly reduced the difference in perceived performance on promotions and rewards compared to Shopee, with Shopee scoring 72 per cent and TikTok Shop scoring 70 per cent. This marks a substantial closure from a seven percentage point gap in 2025 to a mere two percentage points in the current year, indicating a growing parity in how consumers view their promotional offerings.
Promotions and Rewards Performance

In terms of promotions and rewards, Shopee registered a score of 72 per cent, while TikTok Shop achieved 70 per cent. This two-percentage-point difference represents a considerable narrowing from the seven-percentage-point lead Shopee held in 2025. The data suggests that TikTok Shop has been actively improving its appeal in this crucial area, making its promotional strategies more competitive.
Content-Led Shopping Appeal

TikTok Shop's overall growth, which has seen its user base among online shoppers rise to 62 per cent from 52 per cent in 2025, is attributed by Ipsos to the increasing appeal of content-led shopping. This model allows consumers to discover, evaluate, and purchase products seamlessly within the same platform. While the specific promotional tactics are not detailed, this integrated approach likely contributes to the enhanced perception of its reward and promotion systems.
User-Friendliness and Product Variety

Beyond promotions, TikTok Shop also demonstrated progress in other key areas. Both platforms received an identical score of 68 per cent for user-friendliness. While Shopee maintained a slight advantage in product variety with a score of 70 per cent compared to TikTok Shop's 67 per cent, the narrowing gap in promotions highlights TikTok Shop's strategic efforts to compete more effectively across various consumer touchpoints.

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How is TikTok Shop closing the gap with Shopee on promotions?

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