TikTok dives into South-east Asia with e-commerce push

Add BT as a preferred source

ByteDance is counting on its e-commerce foray to help commercialise TikTok and finally turn a profit in the face of pressures from tightening regulations and mounting geopolitical risks PHOTO: REUTERS

Han Wei

Published Wed, Oct 12, 2022 · 11:07 AM

BYTEDANCE’S TikTok is cranking up its e-commerce foray into South-east Asia as the Chinese tech giant pushes to commercialise the popular short video app to create a new revenue stream.

During the first half, TikTok launched e-commerce businesses in Thailand, Vietnam, Malaysia, the Philippines and Singapore, expanding its presence to all major markets in the region. TikTok has been operating online shopping services in Indonesia, South-east Asia’s largest economy, since early 2021.

Since August, TikTok kicked off several major shopping events in the region to attract shoppers to the TikTok Shop, its e-commerce marketplace. That included a week-long “8.8 Sale” campaign around Aug 8 in Singapore, a 12-day Sama sales promotion in Malaysia and its “9.9 Super Shopping Day” around Sep 9 in several countries.

Decoding Asia newsletter: your guide to navigating Asia in a new global order. Sign up here to get Decoding Asia newsletter. Delivered to your inbox. Free.

China Caixin TikTok ByteDance

Share with us your feedback on BT's products and services

Feedback