In China, Douyin has been launched on some app stores with Douyin mall APP all. Meanwhile, TikTok announced the launch of the TikTok Shop Mall brand mall in Singapore, which is an exclusive channel for brand flagship stores and authorized online retail stores. Before that, TikTok had launched this mall in Vietnam and Malaysia one after another.
As before, the TikTok Shop Mall brand mall will provide consumers with a selection of local and international brands, including Esse Active, Table Matters, and Zappy Singapore, and guarantee 100% genuine and original products. Consumers can enjoy 15 days of free returns and free shipping services.
For sellers who join the TikTok Shop Mall, their pages will include the Distinguished Mall label, so consumers can easily identify them in and free shipping services.
For sellers who join the TikTok Shop Mall, their pages will include the Distinguished Mall label, so consumers can easily identify them in the store tab, which can increase the exposure and popularity of their brands.
Moreover, the TikTok Shop Mall also provides sellers with exclusive brand activities, such as special periods and resources during the event, increased visibility in the Shop Tab, and traffic exposure support. Multiple support policies further open up the consumer market for brand sellers.
As Doven Yap, head of acquisitions and partnerships for TikTok Shop Singapore, said, “TikTok Shop is committed to promoting the development of all small businesses and brands on the platform, and with the launch of TikTok Shop Mall in Singapore, this goal has taken a step forward.”
Obviously, the launch of the TikTok Shop Mall in Singapore is beneficial to both sellers and consumers. The data previously statistics by Goods Fox proves this: within just one week after the entry of the TikTok Shop Mall into the Vietnamese market, the sales of various categories generally rose.
From Vietnam to Malaysia, and then to Singapore, TikTok Shop’s layout in the Southeast Asian market is becoming more and more compact. As one of the hottest e-commerce markets in recent years, the development potential of Southeast Asia is no longer a secret. Whether it is from the market size, e-commerce growth rate, or consumption level, Southeast Asia is a rare gold-mining paradise.
Because TikTok Shop entered the Southeast Asian region early, and local consumers are keen on live shopping, TikTok Shop quickly made a place for itself. Data from research firm Yipit Data shows that in 2023, TikTok’s global e-commerce GMV is about $13.6 billion, of which the contribution value in Southeast Asia exceeds 90%.
As the saying goes: “There are countless hardships behind the scenery.” In the Southeast Asian e-commerce market, the road to development of TikTok Shop is also very bumpy.
In October last year, a social e-commerce ban by the Indonesian government forced TikTok to shut down its e-commerce business in the local area. But Indonesia is a “big fat piece of meat” that cannot be given up. In order to return to the Indonesian market, TikTok has been running around in just two months. Until December, TikTok announced that it would reach an e-commerce strategic partnership with the Indonesian technology unicorn GoTo Group, and the e-commerce departments of the two companies would merge. After several months of the trial period, the crisis of TikTok Shop in Indonesia was finally resolved.
In addition to hitting a wall in the hot Indonesian market, TikTok’s development in the US market is also quite difficult. Earlier this month, the US House of Representatives submitted a new bill requiring ByteDance to divest TikTok’s control within 165 days, otherwise it will be banned in the US. If TikTok is eventually forced to exit the US market, the outcome of TikTok Shop is naturally clear. Currently, TikTok CEO Shou Zi Chew is making a final lobbying effort on the divestiture bill, and the final direction of the matter is unknown.
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