This report is the TikTok Shop 2024 market analysis report for the health category across Southeast Asian sites. The main contents are as follows:
1. Thailand Site
- Market Overview: The health category GMV has entered the TOP4 threshold in the past year, accounting for 9% of Thailand's market GMV Top10, with relatively slow growth.
- Marketing Methods: GMV shows stable growth, with a peak of about USD 6 million. Marketing has transitioned from celebrity influencer sales to video-based sales.
- Subcategories: GMV prices are concentrated in the USD 30 - 50 range, with quantities showing a more differentiated distribution at USD 0 - 5 and USD 30 - 50. Transactions are mainly focused on dietary supplements, medical supplies, and alternative medicines.
- Store Situation: The GMV Top10 store threshold is USD 800,000, with significant differentiation in average product prices, mainly concentrated below USD 20 and USD 30 - 50.
- Best-selling Stores and Products: For example, cozy.shop is a deeply cultivated small store, leading the sales rankings with explosive products; the TOP5 best-selling health products in October 2024 include black grain dietary supplements, etc.
2. Indonesia Site
- Market Overview: Not yet ranked in the TOP10, still a blue ocean market, but the total GMV of the Top10 has continued to grow in the past year, reaching about USD 3 billion.
- Marketing Methods: GMV growth is rapid, with a compound growth rate of 51%, relying on video-based sales. The GMV contribution has shifted from influencers to videos.
- Subcategories: Secondary subcategory prices are concentrated in the USD 5 - 10 range, with transaction quantities mainly in USD 5 - 10. Mainly dietary supplements, beverage subcategories, and others.
- Store Situation: The GMV Top10 store threshold is only USD 200,000, with significant product price differentiation, mainly concentrated in USD 20 - 30.
- Best-selling Stores and Products: For example, Klik.Apotek is a female vertical integrated supply chain store; the TOP5 best-selling health products in October 2024 include whitening and spot-removing supplements, etc.
3. Philippines Site
- Market Overview: Ranked within the Top10, with moderate growth. The concentration of the TOP10 category market is relatively low, with personal care and beauty accounting for only 16%.
- Marketing Methods: Recent GMV growth has slowed, with a peak of about USD 2.8 million. The main recent marketing method is video-based sales, accounting for over 80% of transactions.
- Subcategories: Secondary subcategory prices are concentrated in the USD 5 - 10 range, with transaction quantities mainly below USD 10. Mainly dietary supplements, OTC drugs, and other subcategories.
- Store Situation: The GMV Top10 store threshold is only USD 300,000, with average product prices concentrated around USD 10.
- Best-selling Stores and Products: For example, DailyPlus is a focused and deeply cultivated store; the TOP5 best-selling health products in October 2024 include collagen oral liquids, etc.
4. Malaysia Site
- Market Overview: Although ranked Top6, the share is relatively low and growth is slow. Personal care and beauty account for 17% of Malaysia's GMV in the past year.
- Marketing Methods: Recent GMV growth has slowed, with a peak of about USD 3.6 million. The main recent marketing method is video-based sales, but the proportion of influencer sales is increasing.
- Subcategories: Secondary subcategory prices are concentrated in the USD 5 - 20 range, with transaction quantities mainly in USD 5 - 10. Mainly dietary supplements, alternative medicines, and other subcategories.
- Store Situation: The GMV Top10 store threshold is USD 500,000, with differentiated product prices mainly concentrated in USD 5 - 10 and USD 20 - 30.
- Best-selling Stores and Products: For example, Pentavite Store is a vertically focused small store; the TOP5 best-selling health products in October 2024 include dietary supplements, etc.
5. Vietnam Site
- Market Overview: Just entered the Top10, with slow growth. Personal care and beauty account for 22% of Vietnam's GMV in the past year.
- Marketing Methods: GMV is relatively stable, with monthly transactions around USD 1.5 million. Early sales relied on influencer celebrity effects, later mainly on video-based sales.
- Subcategories: Secondary subcategory GMV prices are concentrated in USD 10 - 20, with transaction quantities mainly in USD 5 - 10. Mainly other subcategories, dietary supplements, and medical supplies.
- Store Situation: The GMV Top10 store threshold for health small stores is only USD 200,000, with product price tiers concentrated around USD 10 and USD 30 - 50.
- Best-selling Stores and Products: For example, Muscle Nutrition and other stores; the TOP5 best-selling health products in October 2024 include calcium tablets, etc.
6. Singapore Site
- Market Overview: Ranked TOP3, it is the highest-ranked site in Southeast Asia but with slow growth. Personal care and beauty account for 28% of Singapore's GMV in the past year.
- Marketing Methods: GMV is relatively stable, with monthly transactions around USD 660,000. The mainstream sales method is video-based sales, accounting for over 80% of total transactions.
- Subcategories: Secondary subcategory prices are concentrated >USD 100, belonging to a high premium market, with transaction quantities relatively dispersed but mainly in USD 10 - 30. Mainly dietary supplements, alternative medicines, and other subcategories.
- Store Situation: The GMV Top10 store threshold is only USD 100,000, with average product prices highly concentrated at >USD 100.
- Best-selling Stores and Products: For example, UNICHI WELLNESS and other stores; the TOP5 best-selling health products in October 2024 include Her Yaneng, etc.
In addition, the report also introduces the EchoTik platform, a third-party TikTok overseas short video and live e-commerce data analysis platform and AI tool. It provides precise positioning and effective recommendations for e-commerce sellers and traffic influencers in product selection, featuring professional and comprehensive data and metrics, exclusive browser plugins, real-time live room traffic monitoring, rapid response consulting, and other core capabilities.
Short answer for decision makers
This TikTok business signal should be used as a planning prompt, not a standalone trend. The practical question is whether your brand has the market readiness, creator supply, Shop conversion path, paid-media structure, and reporting cadence to act on it now.
Key facts
- Market signal: TikTok Industry Research and Analysis Report
- Published: January 16, 2025
- Source transparency: the original source linked in this article
Tuke recommendation
Choose one market, one product group, one creator cohort, and one KPI for the next operating cycle. Then align creative testing, TikTok Shop optimization, live commerce readiness, and weekly reporting around that single decision.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.