As of June 2023, Gen Z, or those between the ages of 19 and 25 years old, made up the majority of the TikTok user base in Singapore, with 33.32 percent. This was followed by Millennials between the ages of 26 and 32 years, comprising around 28.65 percent of TikTok users.

TikTok usage in Singapore

Introduced in 2018 in Singapore, TikTok has rapidly grown to become one of the country's most widely used social media platforms. As of June 2023, it was the most downloaded app in the city-state, recording 782.33 thousand downloads. This rise was also reflected in user engagement, as Singaporean users spent a monthly average of 20.18 hours on TikTok in 2022. It enabled TikTok to reach a monthly revenue of 1.11 million U.S. dollars in December 2022. The platform's rapid development has made it a major hub for the younger generation and is shaping digital trends in the country.

The rise of TikTok Shop 

TikTok is no longer just a video-sharing platform; it has expanded its functionality to become a social commerce hub. TikTok Shop was launched in Singapore in August 2022. The marketplace is integrated into the TikTok platform, enabling consumers and creators to connect and engage directly with brands and sellers. In the city-state, where e-commerce holds a major position, this new feature is in line with the trend towards social commerce. Indeed, in February 2023, 27 percent of people surveyed in the country replied that they regularly made purchases on social media. Among them, 30 percent used TikTok for their purchases.

As of March 2023, about 61.7 percent of Tiktok app users in Singapore were between 18 and 24 years old. Vivo, and Xiaomi were the most used smartphone brands among Singaporean Tiktok users.

In 2024, the total potential reach of advertising in TikTok in Singapore was around 3.38 million users, an increase of almost a million users compared to the previous year. TikTok is a social media platform that has rapidly gained worldwide popularity over the past two years.

In 2022, Singaporean users spent approximately 20.18 hours using TikTok per month, up from 16.3 hours of engagement registered per user in 2021. In comparison, users spent about 9.4 hours on TikTok per month in the country.

We cover the activity of 8,000+ apps/websites that capture a wide range of companies and brands relevant in Singapore, including:

Financial: DBS, OCBC, UOB, Citibank, HSBC Entertainment: Netflix, Spotify, YouTube, TikTok Travel & Transport: Singapore Airlines, Grab, ComfortDelGro, TripAdvisor, Trivago eCommerce: Shopee, Lazada, Carousell, Qoo10, Ezbuy Communications: Zoom, WhatsApp, WeChat, Telegram

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• Forecast future sales and stock performance
• Conduct investment due diligence
• Competitive benchmarking within its industry

As of February 2025, the United States was the region with the largest TikTok audience by far, with almost 135.79 million users engaging with the popular social video platform. Indonesia followed, with around 107.7 million TikTok users. Brazil came in third, with almost 91.75 million users on TikTok watching short-videos. From Reels to Shorts: social short video takes the internet Between 2021 and 2022 some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached two billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram. TikTok business model TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods such as a live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising. In 2022, TikTok was estimated to have generated around four billion U.S. dollars worldwide via online advertising.

The revenue per social media platform in the 'TikTok' segment of the e-commerce e-commerce market in Singapore was forecast to continuously increase between 2025 and 2029 by in total 62.1 million U.S. dollars (+47.39 percent). After the tenth consecutive increasing year, the revenue per social media platform is estimated to reach 193.15 million U.S. dollars and therefore a new peak in 2029. Notably, the revenue per social media platform of the 'TikTok' segment of the e-commerce e-commerce market was continuously increasing over the past years.Find further information concerning the revenue in the 'Social Commerce' segment of the e-commerce e-commerce market in Lithuania and the revenue in the 'Social Commerce' segment of the e-commerce e-commerce market in Indonesia. The Statista Market Insights cover a broad range of additional markets.

Explore TikTok Shop Statistics for 2025, including the distribution of shops by category and region, GMV amounts, and total sales. Discover popular categories like Womenswear & Underwear and Beauty & Personal Care. Analyze regional adoption levels with Indonesia, Thailand, and Vietnam leading the way. Uncover the dominance of Beauty & Personal Care in GMV and sales. Experience the global presence and economic impact of TikTok Shops in eCommerce.

TikTok, the popular social media platform, has also expanded into the realm of eCommerce, allowing users to set up online stores. Among the various categories on TikTok, Womenswear & Underwear emerges as the most prominent, hosting the highest number of online shops. It captures 5.64% of the total TikTok store count. Following closely, Beauty & Personal Care and Home Supplies hold significant shares as well, accounting for 5.59% and 5.13%, respectively.

Analyzing the total sales figures provides insights into the performance of different categories within the TikTok eCommerce platform. Among them, Beauty & Personal Care emerges as the dominant force, contributing significantly to the total sales on TikTok Shops. With its appealing products and favorable market conditions, Beauty & Personal Care captures the attention of a substantial portion of users. Additionally, Womenswear & Underwear and Food & Beverages also make a notable impact on the platform's sales, accounting for 14.36% and 6.96% of the overall TikTok Shops sales landscape.

In 2023, Android users in Singapore spent an average of 33 hours and 23 minutes per month on TikTok. Youtube followed with 27 hours and 39 minutes spent on the platform. In 2023, the number of YouTube users in Singapore amounted to approximately 4.67 million.

According to a survey among e-commerce sellers in Southeast Asia from November 2022, 27.5 percent of the respondents in Indonesia used TikTok for live selling. In comparison, around 14 percent of the sellers in Singapore used TikTok as a live selling channel as of November 2022.

As of January 2024, 55 percent of the advertising audience on Instagram were female. Meanwhile, 47.8 percent of the advertising audience on Snapchat were male and 49.3 percent of the advertising audience on Tiktok were female.

The GMV generated by TikTok shops varies across different regions, reflecting the economic impact of the platform on a global scale. Among the regions we monitor, Thailand stands out as a leader in terms of GMV, indicating a prosperous TikTok eCommerce economy. Moreover, Vietnam and Malaysia demonstrate significant contributions to the total GMV, accounting for 20.79% and 14.68% of the global TikTok shop GMV, respectively. Beyond these regions, other notable areas such as Philippines, Indonesia and United States also make substantial GMV contributions.

The Gross Merchandise Value (GMV) is an important metric that reflects the monetary value of transactions within the TikTok eCommerce platform. Analyzing the GMV amounts by category reveals that Beauty & Personal Care plays a dominant role, generating the highest GMV among all categories. It accounts for 22.50% of the total TikTok shop GMV. Following closely behind, Womenswear & Underwear and Menswear & Underwear exhibit significant GMV contributions as well, representing 12.56% and 8.06%, respectively.

In the 1st quarter of 2024, the largest category by gross merchandise value (GMV) on TikTok Shop in Singapore was beauty, health, and personal care. TikTok Shop was launched in Singapore in August 2022, and has been increasing its share of the e-commerce market in Singapore ever since.

TikTok's eCommerce presence spans across different regions, with varying levels of adoption and participation. Among the regions we monitor, Indonesia emerges as a dominant force in terms of the number of TikTok shops, showcasing a thriving eCommerce ecosystem. Additionally, Thailand and Vietnam exhibit substantial online shop presence, accounting for 18.29% and 17.54% of the global TikTok store market, respectively. The popularity of TikTok shops is not limited to these few regions, as other notable regions such as Malaysia, United States and Philippines also contribute significantly.

In 2021, the most used social mobile application by Android users in Singapore was Facebook, with 18.2 monthly hours spent on average per user. TikTok had the highest growth until 2021 in Singapore among the top five social apps, increasing from an average of 1.9 monthly hours spent per user in 2018 to 16.3 hours.

As of the third quarter of 2023, active social media users in Singapore spent 33 hours and 23 minutes on TikTok per month. The second most-used social media app in Singapore was YouTube, at 27 hours and 39 minutes.

According to a survey on social commerce conducted by Rakuten Insight in Singapore in 2023, approximately 64 percent of respondents between 16 and 24 years answered that they used Instagram for purchases during the last 12 months. The same survey indicated that around 27 percent of Singaporean consumers regularly shopped on social media.