{"id":68640,"date":"2025-08-13T12:05:37","date_gmt":"2025-08-13T04:05:37","guid":{"rendered":"https:\/\/www.imoney.my\/articles\/?p=68640"},"modified":"2025-08-13T12:05:37","modified_gmt":"2025-08-13T04:05:37","slug":"tiktok-social-media-fuelling-impulse-buys","status":"publish","type":"post","link":"https:\/\/www.imoney.my\/articles\/tiktok-social-media-fuelling-impulse-buys","title":{"rendered":"I Bought It On TikTok: How Social Media Is Fuelling Impulse Buys In Malaysia"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">How many times does this happen to you and how frequently? Y<\/span><span style=\"font-weight: 400;\">ou open TikTok for an innocent 5-minute scroll and suddenly, your cart is full. A magnetic eyelash curler, a glowing skin serum, a portable blender you never knew you needed- everything seems lucrative and a \u201cmust-buy\u201d. If this sounds familiar, you\u2019re not alone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In Malaysia alone, <\/span><a href=\"https:\/\/www.thestar.com.my\/news\/nation\/2025\/07\/31\/tiktok-shop-records-over-100-million-product-searches-daily-in-malaysia#goog_rewarded\" target=\"_blank\" rel=\"noopener noreferrer dofollow\"><span style=\"font-weight: 400;\">TikTok Shop sees over 100 million product searches<\/span><\/a><span style=\"font-weight: 400;\"> every single day, according to the Malaysian Communications and Multimedia Commission (MCMC). With more than 13 million local users and counting, the platform has rapidly become a hotbed for impulse purchases, driven by algorithm-powered content, live-streamed flash deals and the addictive power of FOMO (fear of missing out).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A recent study by the Communications and Multimedia Consumer Forum of Malaysia (CFM) revealed that <\/span><a href=\"https:\/\/www.bernama.com\/en\/news.php?id=2413326\" target=\"_blank\" rel=\"noopener noreferrer dofollow\"><span style=\"font-weight: 400;\">over 60% of social media users in the country admit to making unplanned purchases online<\/span><\/a><span style=\"font-weight: 400;\">, many of which are triggered by viral videos or influencer endorsements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And while some of these purchases may genuinely improve your life, many others are leading to buyer\u2019s remorse, credit card debt or cluttered drawers of unused gadgets.<\/span><\/p>\n<h3><strong>Social media is the new pasar malam<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Gone are the days when impulse buying meant picking up sweets at the checkout lane. Now, platforms like TikTok and Instagram have become hyper-personalised <\/span><a href=\"https:\/\/www.imoney.my\/articles\/online-shopping-guide-malaysia\/payment-methods\" target=\"_blank\" rel=\"noopener noreferrer dofollow\"><span style=\"font-weight: 400;\">digital bazaars<\/span><\/a><span style=\"font-weight: 400;\">, with sellers, influencers and even everyday users promoting products through videos, unboxings and before-and-after reels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In Malaysia, TikTok Shop and Shopee Live have especially driven this behaviour. According to a July 2025 survey by Vase.ai, a staggering <\/span><a href=\"https:\/\/www.vase.ai\/resources\/insights-report\/tiktok-purchase-behaviour-malaysia\" target=\"_blank\" rel=\"noopener noreferrer dofollow\"><span style=\"font-weight: 400;\">87% of Malaysians surveyed said they had made a purchase after seeing a product on TikTok<\/span><\/a><span style=\"font-weight: 400;\">. The platform\u2019s blend of entertainment and commerce is blurring the lines between content and consumption\u2014making it easier than ever to click \u201cBuy Now\u201d without a second thought.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some of the most common impulse purchases include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Skincare and beauty products<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kitchen gadgets and \u201caesthetic\u201d appliances<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Health supplements and slimming products<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fast fashion and viral accessories<\/span><\/li>\n<\/ul>\n<h3><strong>Why are we buying so fast?<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">There&#8217;s psychological science behind it. Social media is designed to keep us engaged\u2014and sellers know how to capitalise on that. Here\u2019s how:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Short-form videos create urgency: TikToks are fast-paced and visually persuasive. They show instant results, limited-time offers or \u201cmust-haves\u201d that feel urgent.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Live selling mimics flash deals: TikTok Live and Shopee Live often include countdown timers, vouchers and free gifts for fast checkouts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Parasocial influence: When your favourite influencer swears by a skincare product, you feel like a trusted friend is recommending it. This bypasses traditional scepticism.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Buy now, pay later (BNPL) options: Services like Atome and Grab PayLater are making it easier to buy without thinking through the long-term cost.<\/span><\/li>\n<\/ul>\n<h3><strong>From RM30 to RM300: The cost of \u201cjust one thing\u201d and risks involved<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s easy to justify small, seemingly harmless purchases- \u201cIt\u2019s just RM25, what\u2019s the harm?\u201d But when those buys are repeated across platforms over the course of a month, the costs add up fast. Many Malaysians find themselves surprised, even alarmed, by the amount they\u2019ve spent on TikTok hauls, Shopee Live flash deals or limited-time bundles. A <\/span><a href=\"https:\/\/kwpublications.com\/papers_submitted\/15312\/factors-influencing-impulse-buying-behaviour-during-online-shopping-among-youngsters-consumers-klang-valley-malaysia.pdf\" target=\"_blank\" rel=\"noopener noreferrer dofollow\"><span style=\"font-weight: 400;\">quick poll of users in the Klang Valley<\/span><\/a><span style=\"font-weight: 400;\"> revealed that four in five had made at least one unplanned purchase from social media in the past month. Nearly half had spent more than RM200 in this way and one in three admitted they regretted at least one of their impulse buys.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond the hit to your wallet, this trend comes with other risks. The widespread use of Buy Now, Pay Later (BNPL) services may make purchases feel more affordable at the moment, but they can quietly pile up into debt if not managed carefully. Impulse buying also contributes to overconsumption and household waste, as many of these items are either duplicates of things we already own or are quickly forgotten. Then there\u2019s the issue of quality- many viral products are mass-produced, unregulated or counterfeit, leaving buyers disappointed. Perhaps most overlooked is the mental fatigue that follows, those feelings of regret, frustration or guilt after yet another unnecessary purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Worse still is the addictive cycle that often forms: you scroll, you buy, you regret and then repeat. Social media is designed to keep us engaged and when that engagement is tied to spending, it becomes a financial trap that\u2019s hard to escape.<\/span><\/p>\n<h3><strong>Smart tips to shop mindfully<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">You don\u2019t have to quit social media altogether but you can shop smarter. Here\u2019s how:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Set a monthly \u201cimpulse buy\u201d budget<\/span><br \/>\n<span style=\"font-weight: 400;\">\u2705 Wait 24 hours before buying anything you saw on TikTok<\/span><br \/>\n<span style=\"font-weight: 400;\">\u2705 Read reviews outside of social media<\/span><br \/>\n<span style=\"font-weight: 400;\">\u2705 Check if the product is available from a reputable local seller<\/span><br \/>\n<span style=\"font-weight: 400;\">\u2705 Avoid saving your card details for one-click purchases<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And most importantly, ask yourself: \u201cDo I want this or do I just want what it promises?\u201d<\/span><\/p>\n<h3><strong>Final thoughts<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Social media has redefined the way we discover and shop but with it comes the responsibility to pause and think. In a world where everything is one click away, financial mindfulness is more important than ever.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next time you see a viral product promising glowing skin, clutter-free drawers or a happier life, just remember: the filter may be better than the product.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uncover how social media drives impulse purchases and the impact it could have on your finances.<\/p>\n","protected":false},"author":1,"featured_media":68641,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[256,218,308],"tags":[2794,2792,767,766,624,1048,860,1160,2793],"class_list":["post-68640","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","category-money-management","category-saving-tips","tag-impulse-buying","tag-impulse-buying-in-malaysia","tag-lifestyle","tag-money-management","tag-online-shopping","tag-saving-tips","tag-shopping","tag-tiktok","tag-tiktok-shopping-trend"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Tiktok Is Driving The Impulse Buying Trend In Malaysia<\/title>\n<meta name=\"description\" content=\"TikTok Shop sees over 100 million product searches daily in Malaysia. 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