TikTok Shop’s Southeast Asia cross-border business is experiencing a rapid surge, with recent data indicating a boom that is just beginning. According to TikTok Shop officials, the number of cross-border goods sold in Southeast Asia in 2023 has increased by over 19 times year-over-year, while the number of cross-border merchants has grown nearly fivefold. The momentum has continued into this year, with several regional markets achieving impressive growth in Gross Merchandise Value (GMV).
Vietnam’s Breakthrough
For the first time, a small shop in Vietnam has achieved monthly sales exceeding $90 million. According to third-party data service provider FastMoss, five stores across Southeast Asia surpassed $10 million in sales in June, with four of these stores belonging to the beauty and personal care category. Notably, Vietnam’s HASAKI BEAUTY led the pack with a GMV of $89.74 million. This marks a significant milestone for Vietnam’s e-commerce landscape.
Indonesia: Beauty and Personal Care Reign Supreme
In June, beauty and personal care remained the top-selling category on TikTok Shop Indonesia, accounting for 22.17% of total sales. The most notable product was a body lotion, which sold 799 units in combination packs, generating $1.21 million in sales. The leading store, ownerdavienaskincare, boasted a monthly sales figure of $18.09 million, primarily through non-live and short video channels.
Thailand: A Diverse Market
Thailand’s TikTok Shop saw a diverse range of top-selling categories, including beauty and personal care, women’s clothing and underwear, and food and beverages. The beauty and personal care segment accounted for 21% of sales. Chari’s BRAND, a beauty shop, achieved $11.22 million in sales, driven by a significant rise in the popularity of their sunscreen product. Thailand also led in influencer-driven sales, with three influencers exceeding $1 million in monthly sales.
The Philippines: Tech Giants Dominate
In the Philippines, beauty and personal care also topped the charts, but it was Chinese smartphone brands that stole the spotlight. Infinix and realme stores saw their GMV double from the previous month, reaching $5.15 million and $4.51 million, respectively. A standout performer was the pet supplies store Goodest PH, whose sales surged by 74 times, hitting $890,000 in June.
Malaysia: Local Brands Shine
In Malaysia, beauty and personal care maintained a strong presence, with the top three products being a facial care set, a concealer foundation, and a boxed face mask. The Indonesian brand SKINTIFIC, incubated by a Chinese company, continued to dominate, with monthly sales reaching $2.85 million. The top influencer for June was tulippetals, who generated $400,000 in sales, showcasing the growing importance of influencer marketing in the region.
The Takeaway
The rapid growth of TikTok Shop across Southeast Asia highlights the platform’s potential as a major player in the e-commerce space. Beauty and personal care products are leading the charge, but there’s a notable diversity in top-selling categories across different countries. Influencers play a crucial role in driving sales, and local brands are making significant strides.
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