Southeast Asia drives TikTok Shop GMV to $45b: report

TikTok Shop’s US$15.1 billion GMV in the US reached in 2025 was a 68% rise from the previous year, making it the company’s largest market.

Indonesia’s GMV also grew significantly, reaching US$13.1 billion with a 111% rise.

Globally, TikTok Shop’s GMV across 16 markets totaled US$64.3 billion in 2025, up 94% year-on-year, with Southeast Asia accounting for the majority of growth.

The region’s GMV nearly doubled to US$45.6 billion, driven by Malaysia, Indonesia, and Thailand, which posted growth rates of 132%, 111%, and 101%, respectively.

🔗 Source: Momentum Asia

🧠 Food for thought

Implications, context, and why it matters.

Indonesia’s 111% jump came after a shutdown and the Tokopedia purchase

Indonesia logged 111% growth after the government banned direct e-commerce transactions on social media platforms in late 2023, citing the need to protect local merchants 1.
The ban led TikTok to pause TikTok Shop transactions in Indonesia to meet the new rules 2.
TikTok later took control of 75.01% of Tokopedia (an Indonesian e-commerce marketplace) in a transaction effective 31 January 2024, and regulators tied the deal to separating social media and e-commerce systems 3.

Lower fees attract sellers, while rules can shift fast

TikTok Shop has squeezed rivals like Amazon by posting lower platform fees in some cases, such as a 6% commission rate on TikTok Shop for most categories versus Amazon referral fees that often reach 15% depending on category 4.
Those rates can nudge consumer brands and online retail teams to add TikTok Shop for new audiences and steadier margins 5.
Policy shifts remain a live risk, since Indonesia’s 2023 shutdown disrupted TikTok Shop operations overnight 2.
Elsewhere, TikTok has faced bans on government devices in the US and UK tied to security concerns, while Vietnam, the Philippines, and Malaysia have seen scrutiny and public debate about content and privacy risks 6.