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Grab and TikTok compete for consumer attention through different kinds of app use: Grab brings people in to complete everyday tasks, while TikTok draws them in through content discovery and can connect that discovery to shopping. The available evidence does not establish that either app has more users’ time, stronger loyalty, or is taking customers from the other.
How Grab and TikTok try to earn repeat visits
Grab’s strategy is built around utility. The company describes an app for mobility, food and grocery delivery, courier services, and financial products. Its executives say customers often begin with core services such as rides or food and then encounter other offerings within the same app. Grab CFO Peter Oey described the pattern as: “People just gravitated toward using this one app for everything.” That is Oey’s account of regional app habits, not an independent measurement of how often people use Grab. (Grab)
TikTok’s route begins with content. A user may open the app to watch videos and encounter products through that experience. In Indonesia, the TikTok–Tokopedia arrangement has allowed purchases within TikTok, according to a 2026 scholarly account. That makes discovery and transaction part of a connected app experience, though it does not establish how frequently consumers buy or how much time they spend there. (Social Media + Society)
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| Comparison | Grab | TikTok |
|---|---|---|
| Typical entry point | A practical need, such as a ride, meal, delivery, or financial service | Content discovery and viewing |
| In-app range described in the sources | Mobility, food and grocery delivery, courier services, and finance | Video content and, in the Indonesian TikTok–Tokopedia arrangement described in 2026, in-app shopping |
| How a transaction connects to the app | Users can access multiple service categories within the broader app | Content discovery can lead to purchases within the app in the cited Indonesian case |
| Evidence available about consumer attention | No comparable time-spent, active-user, retention, or switching figures in the cited material | No comparable time-spent, active-user, retention, or switching figures in the cited material |
What the ecommerce numbers do—and do not—show
Momentum Works reported that Southeast Asian platform ecommerce generated US$128.4 billion in gross merchandise value (GMV) in 2024, a 12% increase from the previous year. It also estimated US$16.8 billion in ecommerce GMV outside major platforms, bringing its estimate of total regional ecommerce GMV to US$145.2 billion. These are sales-value estimates, not measures of attention or app use. (Momentum Works, June 26, 2025)
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Momentum Works also reported that Shopee, TikTok Shop, and Lazada together held more than 84% of Southeast Asian platform ecommerce market share in 2024. That figure describes the combined position of those three ecommerce platforms. It is not a TikTok-only share, does not report Grab’s share, and cannot show whether shoppers spend more time in TikTok than Grab or switch between the apps. (Momentum Works, June 26, 2025)
Is TikTok Shop taking users away from Grab?
The cited material does not establish that TikTok Shop is displacing Grab. The apps address overlapping consumer needs only in limited ways: TikTok can turn product discovery into a purchase, while Grab’s described breadth centers on services such as transport, meals, deliveries, and finance. The available sources provide no direct comparison of users, time spent, repeat use, retention, or customers moving from one app to the other. It would therefore be misleading to treat ecommerce growth or platform market share as proof that one is winning the attention contest.
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What regional consumer research adds
AnyMind Group’s 2025 Southeast Asia digital landscape report covers consumer journeys across mobile, social, ecommerce, and video in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The company says the report draws partly on responses from more than 1,300 consumers across those six markets. Its accessible summary does not provide a direct Grab-versus-TikTok result, so it helps describe the report’s scope rather than settle which app commands more attention. (AnyMind Group, June 23, 2025)
TikTok for Business’s 2024 Southeast Asia document cites a commissioned Kantar Profile shopping study involving 3,647 APAC users and non-users, along with TikTok analyses and TikTok Shop internal data. Those methods and the platform-published context matter when interpreting its shopping claims; they do not supply a like-for-like attention comparison with Grab. (TikTok for Business)
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What the headline means in practice
“Taking on TikTok” is best understood as a strategic description of competing for a place in consumers’ routines, not evidence of a specific head-to-head campaign or newly announced product. The cited material does not identify a particular launch, feature, country rollout, or announcement behind the framing. What it does show is two distinct engagement paths: a multi-service app organized around practical tasks and a content platform that can connect discovery to commerce.
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