How is TikTok Shop narrowing the gap with Shopee in promotions?

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TikTok Shop is closing the gap with Shopee in promotions by achieving a score of 70 per cent, just two percentage points behind Shopee's 72 per cent, a significant improvement from a seven-percentage-point difference in 2025.

The study indicates that while Shopee still leads in promotions and rewards, TikTok Shop has substantially narrowed this lead. This closer performance suggests an increasing parity in how both platforms are perceived by consumers regarding their promotional offerings and reward systems.
Promotions and Rewards Performance

For promotions and rewards, Shopee achieved a score of 72 per cent. TikTok Shop followed closely with a score of 70 per cent. This represents a reduction in the gap from seven percentage points in 2025 to just two percentage points in the current assessment.
E-commerce Market Maturity and Consumer Behaviour

The Malaysian e-commerce market is transitioning into a more mature phase, characterised by a shift from occasional purchases to more routine spending on everyday needs. This evolving consumer behaviour influences how platforms compete, with promotional strategies becoming a key battleground.
Content-Led Shopping Appeal

TikTok Shop's growth is attributed to the increasing appeal of content-led shopping, a model that allows consumers to discover, evaluate, and purchase products within a single platform experience. This approach often incorporates integrated promotions and timely offers tied to engaging content.

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How is TikTok Shop narrowing the gap with Shopee in promotions?

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