Samsung SG launches shop on TikTok

Samsung Electronics Singapore has launched its TikTok shop page as part of a strategy to engage digital-first consumers through interactive live commerce. The platform enables consumers to explore and purchase products across various categories, including mobile, TV and audiovisual (AV), home appliances, and monitors.

This move aligns with Samsung's broader strategy to bolster its digital presence and expand its reach through innovative commerce solutions.

In a statement, Samsung said that the TikTok shop aims to provide an "IRL (in real life) experience" that appeals to consumers who value third-party recommendations. The initiative offers product insights through live interactions with brands and creators. Consumers can anticipate special deals, creator-led Q&A sessions, and product demonstrations in these live streams.

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Ryan Tay, head of online at Samsung Electronics Singapore said, "TikTok has emerged as a leading social platform that is particularly popular with Gen MZ (Millennials) consumers. They value the authenticity of creators sharing their stories on TikTok, as well as the interactivity live events offer. This has resulted in a new opportunity for brands like us to share more about our offerings with the help of creators’ experiences and knowledge."

"Through our TikTok Shop, consumers will be able to discover, learn and purchase Samsung’s products via live commerce events hosted by livestreamers, making the experience from discovery to purchase seamless," he added. 

Samsung noted that it has been involved in live commerce since earlier this year, with significant sales conversions reported in TikTok live sessions, offering timed deals on selected Galaxy products. "The pilot sessions resulted in strong sales conversions and demonstrated that live commerce resonates with consumers seeking new devices," Tay added. These sessions included other devices such as the Galaxy ring and Galaxy watch series, emphasising a connected ecosystem to enhance daily life.

Looking ahead, Samsung intends to utilise TikTok shop to highlight its artificial intelligence (AI) solutions in live events, showcasing AI integration across various products. The company believes this will enhance consumer productivity and leisure. Future TikTok Live events are expected to feature additional promotions hosted by local creators.

The launch of its TikTok shop follows Samsung's global marketing campaign for its Galaxy S25 Series, created by BBH Singapore in February this year. The campaign positions Galaxy AI as an essential companion in users' everyday lives, aiming to reinforce its role as an intuitive and indispensable tool. BBH Singapore's campaign builds on the success of its previous work for Samsung's flagship devices, using a dynamic, socially driven approach to highlight the S25 Ultra's AI capabilities.

The campaign includes a hero film launched at Galaxy Unpacked, six feature commercials, and an expansive social content ecosystem designed to engage audiences across multiple platforms, according to a release. A standout feature of the campaign is its "cinematic universe" - a creative approach featuring relatable characters navigating everyday moments made easier by Galaxy AI.

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