The TikTok live-streaming e-commerce trend has swept across Southeast Asia,with revenue experiencing explosive growth.
According to the "2024 First Half TikTok Ecosystem Development White Paper" released by FastMoss Research Institute, in Southeast Asia's TikTok live-streaming e-commerce, Indonesia has the highest number of live-streams, accounting for 34.69%, followed by Vietnam (21.17%), the Philippines (15.64%), Malaysia (15.06%), and Thailand (13.44%).
In terms of timing, Indonesia and Malaysia saw their peak periods for live-streaming e-commerce in May, while the other three countries experienced their peaks in April.
Data shows that in the first half of 2024, among Southeast Asian countries, Indonesia ranked first in the number of live-streams with sales exceeding $100,000, with the highest single-session sales reaching $2.3588 million, followed by Thailand, with the highest single-session sales reaching $963,900.
Indonesia
In the Top 50 TikTok Indonesia live-streaming e-commerce list for the first half of 2024, beauty and personal care products held an absolute dominant position, accounting for as much as 48%. Mobile phones and digital products followed, accounting for 10%.
It is especially worth mentioning that Live terjambul jambul performed exceptionally well in live-streaming activities, ranking first with sales of 26,500 units and revenue of approximately Rp38.48 billion.
Thailand
In the Top 50 TikTok Thailand live-streaming e-commerce list for the first half of 2024, beauty and personal care products still occupied a significant market share, accounting for as much as 26%. Mobile phones and digital products followed, accounting for 10%, and food and beverage products were also quite popular, accounting for 10%.
Philippines
In the Top 50 TikTok Philippines live-streaming e-commerce list for the first half of 2024, the top 1 and 2 categories are exactly the opposite of Indonesia and Thailand: Top 1 is mobile phones and digital products, accounting for 38%, and Top 2 is beauty and personal care products, with an 18% share.
Malaysia
In the Top 50 TikTok Malaysia live-streaming e-commerce list for the first half of 2024, besides beauty and personal care products still ranking first with a 40% share, kitchenware and Muslim fashion categories also made the list, accounting for 6% and 4% respectively.
These data not only show the popularity of different product categories on the TikTok live-streaming platform, but also reflect the strong demand of Southeast Asian consumers for beauty, personal care, and mobile digital products!
Tuke will now show everyone the list of TikTok Southeast Asia trending products.
In the Top 50 TikTok Southeast Asia trending products list for the first half of 2024, beauty and personal care products ranked first in many countries, accounting for as much as 32% in Vietnam, 38% in Thailand, and 24% in Malaysia.
However, the second-ranked category of trending products varies by country.
1. In the Vietnam list, beverages and mobile phones/digital products followed, each accounting for 12%. Women's clothing and underwear accounted for as much as 10%. Home improvement/building materials, fashion accessories, and home textiles also made the list, each accounting for 4%;
2. In Thailand's trending products list, health products also made the list, accounting for 10%;
3. In Malaysia's Top 50 trending products list, Muslim fashion products ranked second, accounting for 12%. In addition, kitchenware and mother & baby products accounted for 6% and 4% respectively.
Southeast Asia, as a hotbed for internet development, has an internet penetration rate as high as 70% to 80%. This figure undoubtedly provides a vast stage for the region's e-commerce market. Coupled with its youthful population structure, avant-garde consumption concepts, and strong growth potential, the Southeast Asian e-commerce market is becoming a global focal point.
Against this backdrop, TikTok, as an emerging social media platform, has shown strong development momentum in the Southeast Asian e-commerce ecosystem in the first half of 2024. More and more sellers and influencers are flocking to TikTok, leveraging its unique short video and live-streaming features to showcase products and interact with consumers, injecting new vitality into the cross-border e-commerce market.
As TikTok continues to cultivate and expand in the Southeast Asian e-commerce market, it is believed that the cross-border e-commerce market will usher in more business opportunities,bringing more surprises and possibilities for enterprises going global!
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 marketing tips - short video marketing methods
- Published: July 22, 2024
- 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.