An Overview of TikTok on Online Shopping Behaviour in Malaysia

Nik Mohd Baidzani Haddad Ibrahim, Khairul Anuar Mohammad Shah and Nik Safiah Nik Abdullah
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Nik Mohd Baidzani Haddad Ibrahim: School of Management, Universiti Sains Malaysia, 11800 USM Penang, Malaysia
Khairul Anuar Mohammad Shah: School of Management, Universiti Sains Malaysia, 11800 USM Penang, Malaysia
Nik Safiah Nik Abdullah: Islamic Business School, Universiti Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 1606-1625

Abstract: Malaysian consumers’ purchasing habits have changed notably in the last several years, partly because of the nation’s expanding internet penetration and quick uptake of digital technology. Online shopping has risen in popularity as more Malaysians have access to the internet due to its convenience and user-friendliness. People’s shopping habits have changed as a result, with younger generations gathering to digital platforms to fulfil their demands. This study explores the overview of TikTok on customer behaviour, particularly concerning Malaysian online purchasing. TikTok is becoming more and more influential in influencing the attitudes and actions of consumers as its popularity increases. Using a qualitative methodology, the study focuses on document analysis found in library research. This includes looking over related books, journals, theses, websites, and other materials. The results emphasize the obstacles and prospects for augmenting TikTok’s influence on the e-commerce behaviours of Malaysian consumers. Marketers and companies looking to use TikTok as a tool to increase customer engagement and drive sales in the e-commerce area will find these insights useful. In addition, the study also indicates that improving the ethical practices of marketing, information verification and trustworthiness are areas that need concern. Techniques such as user segmentation by digital skills for live video marketing were made out to be crucial in TikTok’s exploding e-commerce. As highlighted, the platform has the flexibility to deal with the existing problems and improve user experience while being a changing tool for business and may help close the gap between young digital shoppers and adolescents in Malaysia. Concern is also brought up regarding gaps in the user experience. Longitudinal research is proposed to track changes in behaviour and look into demographic and cultural factors that shape consumerism. Employing additional sources of data, especially qualitative ones, and doing cross-regional contrasts would make for more holistic appealing marketing approaches and deepen the understanding of the place TikTok has in the new era of e-commerce.

Date: 2025
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