1421The Southeast Asian market has always been a battleground for cross-border e-commerce. In June 2025, TikTok Shop Southeast Asia delivered an impressive report card, with the category landscape and merchant performance at multiple sites quietly changing.
Not only do established beauty and personal care categories remain at the top of the sales charts, but categories such as bags and mobile digital products have also made remarkable breakthroughs. What’s even more noteworthy is that brands and merchants from China are leveraging TikTok Shop’s powerful interest-based e-commerce attributes to achieve “blossoming everywhere” in multiple Southeast Asian markets.
Image source: Internet
01 Indonesia: Beauty dominates the charts, mobile digital products rise, top influencers’ monthly sales exceed one million USD
As TikTok Shop’s core market in Southeast Asia, beauty and personal care remain the absolute “top stream” in Indonesia. Among the top 20 stores in June’s sales ranking, half are related to beauty, but the top spots are occupied by electronics merchants—Samsung and Xiaomi ranked first and second with sales of $19 million and $7.4 million, respectively.
Influencer marketing is also booming. In June, 20 influencers in Indonesia exceeded $1 million in monthly sales. Beauty influencer glad2glow.indo topped the influencer chart for three consecutive months, bringing in nearly $4 million in a single month.
Local and international brands are fiercely competing. In the beauty sector, the performance of Kao, Watsons, and emerging brand Skintificid are all worth noting.
Image source: Ebrun
02 Vietnam: BAGSMART takes the crown, beauty and electronics remain the two main forces
The overall trend in Vietnam is also noteworthy. The bag brand BAGSMART shone in June, becoming the sales champion with $5.86 million, followed closely by beauty and personal care brand lixibox vietnam.
Among the top 20 stores, beauty and personal care categories account for eight spots, showing the popularity of this category. In the influencer sector, TOPGIAHN, with over 750,000 followers, continues to top the Vietnam influencer chart, with monthly sales exceeding $1 million.
Image source: Ebrun
03 Thailand: Bags, personal care, and home appliances compete, top ten influencers all break one million
Competition in the Thai market is equally fierce. In June, BAGSMART once again topped the Thailand site, with monthly sales close to $9.5 million, becoming the undisputed champion store.
In addition, the beauty product “Star Skincare Cream” and home appliance brand JisuLife-TH also performed well.
In terms of influencers, in June, 10 influencers in Thailand exceeded $1 million in monthly sales. Top influencer Namkangmobile ranked first with $3.3 million, covering electronics and daily necessities.
Image source: Ebrun
04 Philippines: Local brands rise, beauty and food & beverage both thrive
The Philippines continues the trend of beauty & personal care and food & beverage going hand in hand. In June, the top store was Nestle PH, with monthly sales exceeding $2.75 million.
Beauty brand Dermorepubliq and various health supplements have become popular products among consumers, with single-item sales of women’s probiotic compound powder exceeding $1 million.
In influencer marketing, the most outstanding performers are still Chinese mobile phone brand accounts, with realme and Infinix ranking first and second with $1.74 million and $1.19 million in sales, respectively.
Image source: Ebrun
05 Malaysia: Bags and Muslim fashion both break through, influencer competition intensifies
The market structure of Malaysia has certain regional characteristics, with beauty & personal care and Muslim fashion being two highly popular categories.
In June, BAGSMART continued its strong performance, becoming the top seller in Malaysia with monthly sales reaching $6.99 million. In addition, SANDA MY Official and JisuLife-MY ranked second and third, both exceeding $4 million.
In terms of single products, rose perfume became a hot seller in June, with monthly sales close to $830,000.
In the influencer sector, local influencer with millions of followersAliff Syukri Kamarzaman and Skintific.my led the Malaysian market with $770,000 and $760,000 in sales, respectively.
Image source: Ebrun
06 Summary: Southeast Asian market remains hot, cross-border sellers still have a window of opportunity
Overall, TikTok Shop’s Southeast Asian markets are forming a more diversified category competition landscape:
Beauty and personal care remain the main sales force at major sites;
Bags and digital products have achieved high growth in multiple markets;
Localization influencers + international brand collaboration has become an important model for product promotion;
Top influencers in most markets have monthly sales exceeding $1 million, and competition is becoming increasingly fierce.
For sellers intending to enter the TikTok Shop Southeast Asian market,flexible product selection strategies, cooperation with local influencers, and precise category positioning will be the key to breaking through.
