The “2023 TikTok for Business Overseas Marketing White Paper” released by TikTok for Business and third-party research organization Deloitte pointed out that global e-commerce consumers’ shopping behavior has shown new characteristics of fragmentation, socialization, and entertainment, and has gradually formed “interest content guides purchases.” New e-commerce consumption model:
71% of e-commerce consumers said they would be interested in purchasing products/brands because of eye-catching entertainment content;
63% of e-commerce consumers will refer to information shared by experts or users before making purchase decisions;
54% of e-commerce consumers prefer to learn about products and brands through creative and entertaining marketing content.