How TikTok Shop is winning over customers in SEA

Live commerce is hardly new in Southeast Asia but TikTok Shop is bringing the format to new heights.

Shopee and Lazada both launched live-selling features in 2019 but neither has enjoyed the organic traffic (and therefore success) that TikTok Shop has. Per a Momentum Works report, TikTok Shop will capture 13.2% of Southeast Asia’s ecommerce market share this year, up from just 4.4% in 2022.

Live commerce is a big reason for that success, as the graphic above shows. In a Cube Asia survey of regional shoppers, 70% cited the platform’s video and live shopping features as one of their top three reasons for using TikTok Shop.

Most respondents also pointed to cheaper products as a top reason to buy on TikTok Shop, indicating that the company has more than cute cat videos in its arsenal. No wonder its rivals are spending big to catch up.

For a deep dive into the race to make money on TikTok Shop in Southeast Asia, check out the full story here.

Credits

Graphic: Jofie Yordan

Editing: Lorenzo Kyle Subido