How Travel Shopping Is Shaped by Short Video Apps

If you've ever watched a 60-second clip of someone unboxing souvenirs in Tokyo or comparing duty-free prices in Seoul and suddenly felt the urge to book a flight—congrats, you've been hooked by the new era of travel shopping. As a digital travel trends analyst who's tracked consumer behavior across Asia, Europe, and North America, I’ve seen how short video apps like TikTok, Instagram Reels, and Kuaishou are completely reshaping how we shop while traveling—or even plan to travel.

These platforms aren’t just entertainment. They’re full-blown shopping engines disguised as scrollable feeds. In fact, a 2023 report from eMarketer shows that over 58% of millennials have bought travel-related products—like local snacks, skincare, or fashion—after watching short videos. That number jumps to 72% among Gen Z travelers.

But why? Because real people, real moments, and quick comparisons beat polished ads every time. And brands know it.

The Rise of 'See Now, Buy There' Culture

Gone are the days when travelers relied solely on guidebooks or hotel concierges. Now, we turn to creators who film themselves at airport boutiques, night markets, or hidden convenience stores. These clips often include price checks, packaging details, and even taste tests—all under a minute.

Take South Korea’s Incheon Airport Duty-Free, for example. After a viral TikTok series showcased their exclusive K-beauty sets, sales of those items surged by 41% in Q1 2023 (source: Korea Airports Corporation). That’s not a coincidence—it’s algorithm-driven influence.

Top Travel Shopping Categories Influenced by Short Videos

Here’s a breakdown of which products are trending thanks to short-form content:

As you can see, beauty and food dominate—and it makes sense. They’re affordable, shareable, and experiential. Plus, a glowing review from a trusted creator feels more authentic than any billboard.

How Brands Are Adapting

Smart brands now partner with micro-influencers—not just celebrities—to create on-the-ground content. Lanesborough, a UK-based luxury tea brand, saw a 300% ROI after launching a ‘Taste the World’ campaign on TikTok, where travelers filmed themselves trying their limited-edition matcha blend in Kyoto.

Even airports are getting in on the game. Changi Airport in Singapore now has designated video-friendly zones near retail areas, complete with lighting and signage encouraging users to post. It’s genius: free marketing powered by wanderlust.

Pro Tips for Savvy Travel Shoppers

• Follow location-tagged hashtags like #SeoulShopping or #ParisDutyFree to discover real-time deals.
• Check upload dates—seasonal promotions (like Lunar New Year sets) sell out fast.
• Use travel shopping checklists inspired by top-performing videos to avoid impulse buys.

Bottom line? Short video apps aren’t just changing how we travel—they’re redefining what we bring home. Whether you're into skincare or street food, the next big purchase might start with a scroll.