Do these 3 things before closing this tab:
1Clear out junk files and repair common Windows errors2Scan for outdated or missing drivers - takes under a minute3Repair Windows errors before they cause bigger problemsGrab and TikTok compete for consumer attention through different app experiences: Grab brings people in to complete practical tasks such as booking a ride or ordering food, while TikTok draws them into content discovery that can lead to shopping. The available evidence describes those strategies, but does not establish that either company has more users’ attention, or that TikTok Shop is taking users away from Grab.
How do Grab and TikTok compete for attention?
Grab’s approach is built around utility. The company describes an app that brings together mobility, food and grocery delivery, courier services and financial services. Grab executives say customers often start with core services such as rides or food and then use other services in the same app. CFO Peter Oey described the pattern this way: “People just gravitated toward using this one app for everything.” That is Oey’s characterization in a company interview, not an independently measured finding about all Southeast Asian consumers. Grab’s account of Oey’s comments attributes them to a podcast interview with Brew Markets host Ann Berry.
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TikTok’s route begins with content. Users discover videos and creators, and TikTok Shop can connect that discovery to commerce within the app. A 2026 scholarly account of Southeast Asian super apps says the TikTok–Tokopedia arrangement in Indonesia allowed in-app purchases. The study of Grab as a digital transaction platform provides context for this distinction: one platform is organized around services and transactions, while TikTok’s commerce path can grow out of content discovery.
| Comparison | Grab | TikTok |
|---|---|---|
| User entry point | A practical need, such as transport, food delivery or another service. | Content discovery, which can lead to shopping. |
| In-app activity described by the sources | Mobility, food and grocery delivery, courier and financial services; Grab says core services help cross-sell others. | Content discovery and, in the Indonesia arrangement described in a 2026 scholarly account, in-app purchases through TikTok–Tokopedia. |
| Connection to a transaction | Users can begin with a service task and move among services within the app. | Shopping can follow content discovery and may take place in-app. |
| Comparable attention measures | Not stated in the cited sources. | Not stated in the cited sources. |
What does the ecommerce data show—and what does it not?
Momentum Works reported that Southeast Asia’s platform ecommerce gross merchandise value (GMV) reached US$128.4 billion in 2024, a 12% increase year over year. The firm also reported that Shopee, TikTok Shop and Lazada together accounted for over 84% of the region’s platform ecommerce market share that year. Its estimate for ecommerce outside major platforms was US$16.8 billion; adding that to platform GMV produced an estimated total regional ecommerce GMV of US$145.2 billion. Momentum Works published these figures on June 26, 2025.
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These figures establish the scale and growth of regional ecommerce and the strength of the three named platforms in that market. They are not measurements of time spent, app loyalty, daily use or consumer attention. They also do not provide a Grab ecommerce share or show that shoppers switched from Grab to TikTok. GMV measures the value of transactions, not how much attention an app commands.
Is TikTok Shop taking users away from Grab?
The cited material does not establish direct displacement. It does not compare users who leave Grab for TikTok, measure whether people spend less time in Grab after using TikTok Shop, or report matched retention and activity figures for the two apps. The fact that TikTok Shop is a major ecommerce platform is not evidence that it is replacing Grab’s ride, delivery or financial services.
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The two apps may compete for a person’s limited time, but the evidence here supports a strategic comparison, not a measured winner in an attention contest. Their overlapping relevance is clearest when shopping or discovery competes for the same moment of consumer focus; their core propositions remain different.
What consumer research is available?
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 more than 1,300 consumers. Its public report page describes the scope and sample, but does not provide a direct Grab-versus-TikTok comparison. AnyMind announced the report on June 23, 2025.
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TikTok for Business’s “TikTok Unboxed 2024 Southeast Asia — Key Takeaways” cites a commissioned Kantar Profile shopping study of 3,647 APAC users and non-users, alongside TikTok analyses and TikTok Shop internal data. Those sources should be distinguished when interpreting any individual statistic: findings based on TikTok’s internal data or platform analysis are platform-published evidence, not independent measures of a head-to-head attention contest. TikTok’s business document does not, in the material cited here, supply comparable attention or displacement results for Grab and TikTok.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the headline does not identify
The phrase “takes on TikTok” frames a strategic contest; it does not, on the available evidence, identify a particular Grab product launch, feature, country rollout or head-to-head campaign. No specific announcement or initiative can be assigned to the headline without evidence identifying it. What can be said is that Grab’s multi-service model and TikTok’s content-led commerce model offer different ways to earn repeat engagement and turn it into transactions.
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