As a part of TikTok Growth in SEA, we aim to gather qualitative feedback from user across Indonesia, Malaysia, and Vietnam. This feedback and research help us assess impression of both existing features and upcoming initiatives, allowing us to tailor our search platform to meet the specific need and preferences of SEA market. Focusing by paying close attention to the changes in shopping habbit and mental changes of SEA users towards TikTok Shop.
Checking how they use our products and gaining insight into why and how they used search
Checking on how they find product in search
Checking if our users know about all the information on product cards? and why do they understand and why they don't understand?
Checking which information they consider while they're searching for a product and why?
Checking how they use other platforms and how they search on other platforms?
Checking our product's strengths and weaknesses, and what are the reasons behind them?
Checking whether the design we create or plan to create effectively helps users purchase or find a product.
Ensuring the design is easy to understand and simple for users to navigate and use.
Conductiong a user In-depth interview with both TikTok Shop users and non TikTok Shop users
Each teams consist of 2-3 members: 1-2 people to ask while others is to record the questions.
🇮🇩 Indonesia
Street interview by local interview respondent
🇲🇾 Malaysia
Street interview by local interview around the office
🇻🇳 Vietnam
Street interview by local interview around the office
Gender
27 female
14 male
Age
32 peoples on range 25-34 years old
4 peoples on range 18-24 years old
5 peoples on range 35-44 years old
Employee
21 Employee
17 Non Employee
Basicly in TikTok Shop, user have 3 types of search. Differentiate by the entry point and also motivation.
General search plays a key role in helping users explore trends, discover content, and find product-related information through diverse formats like videos and reviews. It also supports users in directly accessing influencer livestreams or storefronts, making it essential to optimize search pathways for influencer discovery.
Users looking for specific products If users already know what products they want to buy, they will directly enter the shop tab and search for products. These users already have a deep understanding of shop
When users lack clear purchase intent, they often engage with FYP videos. Product explanations in these videos can spark interest and lead to shopping actions—either by clicking the yellow cart or initiating a search. For videos without a yellow cart but tied to products or e-commerce, guiding users to the Shop tab encourages further browsing and supports business growth.
During product discovery, users tend to trust livestreams and often believe they offer the best prices. When livestream suggestions appear in search, users prioritize them. To leverage this behavior, livestream visibility and ranking can be further enhanced across the search journey—before, during, and after a search.
The For You Page is one of the primary ways Indonesian users find products, along with TTS search. Indonesian users view TikTok as an app primarily for finding video recommendations, not directly searching for products.
Users are motivated to buy when a shop is live and appears on their FYP. This is because live shopping often offers better prices and additional discounts. So users will get a product with a good deal.
Users are encouraged to purchase products featured in FYP videos with a yellow cart. After watching the videos, they become interested as they can see the product directly in action.
User motivations in Malaysia and Vietnam are influenced by how they search for products. Users in these countries tend to have a more straightforward approach. Malaysia and Vietnam users are more likely to use TikTok Comprehensive search as their primary method for finding products.
Their main reason for opening TikTok is to look for videos, recommendations, or influencers. This is because users generally associate TikTok as a video-sharing platform.
TikTok search is seen as providing broader and more comprehensive results compared to TikTok Shop. This is because users can watch videos and shop at the same time through the search function.
