This document is the 2025 TikTok Shop New Market Insights Report, jointly released by Dashu Cross-border and Xiaoshu Huizhi, focusing on three emerging sites: Mexico, Spain, and Malaysia. It analyzes market potential, user characteristics, e-commerce performance, hot-selling categories, influencer ecosystem, and market challenges, providing references for cross-border practitioners. The following is a detailed introduction:
- Overview of Global E-commerce and TikTok Ecosystem
- Global E-commerce Growth Trend: In 2024, the global e-commerce market size reached $18.77 trillion, and it is expected to grow to $75.12 trillion by 2034, with a compound annual growth rate of 14.9%. Emerging markets performed outstandingly, with Mexico's e-commerce retail sales growing by 25.1% in 2023, ranking first in the world.
- TikTok User Base: As of August 2024, TikTok's global user base surpassed 2.05 billion, and is expected to exceed 2.35 billion by 2029. The average daily usage time per user is 95 minutes, far exceeding Instagram's 62 minutes. Users aged 18-34 account for 69.4%, with males accounting for 55.7% and females for 44.3%.
- TikTok Shop Site Layout: Sites have been launched in the United States, Mexico, Thailand, Indonesia, and other locations. In January 2025, the Mexico site will go live; in May, the Japan site will go live; and in December, the Spain and Ireland sites will go live.
- Mexico TikTok Shop Market Insights
- Market Potential: In 2023, Mexico's GDP reached $1.79 trillion, and by 2029, internet penetration is expected to reach 98%. The e-commerce market size is expected to reach $32.79 billion in 2025 and $61.14 billion in 2030, with a compound annual growth rate of 13.27%.
- E-commerce Performance: From February to April 2025, the number of products in Mexico's TikTok e-commerce market increased from 8,024 to 36,970, sales volume increased from 50,070 to 790,100, and sales revenue grew rapidly.
- Hot-selling Categories: Beauty & personal care accounts for 33.56%, communication electronics for 19.54%, and health for 18.81%. Health supplements, headphones, and beauty powders performed outstandingly.
- Influencer Ecosystem: Influencers are concentrated in beauty & personal care and communication electronics. There are many influencers in health care and women's clothing, while categories such as automotive & motorcycles and bags lag behind.
- Market Challenges: Local e-commerce platforms Mercado Libre, Amazon, and Shein dominate the market. Cooperation costs with top influencers are high, and small and medium-sized merchants face long cold start cycles.
- Spain TikTok Shop Market Insights
- Market Potential: In 2025, Spain's e-commerce market revenue is expected to reach $39.81 billion, and $54.81 billion by 2029, with a compound annual growth rate of 8.33%. Platforms such as Amazon, Alibaba, and Temu have significant influence.
- E-commerce Performance: From March to April 2025, the number of products in Spain's TikTok e-commerce market increased from 4,785 to 7,431, sales volume increased from 72,840 to 151,230, and sales revenue grew rapidly.
- Hot-selling Categories: Beauty & personal care accounts for 20.59%, communication electronics for 19.94%, and health for 16.38%. Health supplements, headphones, and perfumes performed outstandingly.
- Influencer Ecosystem: There are many influencers and high sales in beauty & personal care and communication electronics, while there are fewer influencer resources and lower conversion in categories such as mother & baby products and furniture.
- Market Challenges: Consumers have low trust in social e-commerce, local brand competition is fierce, and cooperation costs with top influencers are high.
- Malaysia TikTok Shop Market Insights
- Market Potential: In 2023, Malaysia's GDP reached $400 billion. The e-commerce market size is expected to reach $12.26 billion in 2025 and $23.93 billion in 2030, with a compound annual growth rate of 14.32%. Shopee firmly holds the top spot in the e-commerce market.
- E-commerce Performance: Malaysia's TikTok e-commerce market continued to develop from August 2024 to May 2025, with product sales and sales revenue showing a growth trend.
- Hot-selling Categories: Beauty & personal care accounts for 36.53%, Muslim fashion for 19.37%, and food & beverages for 13.18%. Clothing sets, portable headscarves, and lipsticks have higher sales.
- Influencer Ecosystem: There are more than 200,000 beauty & personal care influencers, with sales exceeding 80 million items. The number of influencers in food & beverage and household goods categories ranges from 50,000 to 150,000.
- Market Challenges: Local platforms Shopee and Lazada occupy a large market share, top influencer resources are concentrated, and consumers have low trust in emerging cross-border brands.
- Summary and Suggestions: TikTok e-commerce demonstrates strong growth momentum in emerging markets, with social e-commerce shifting from a supplementary channel to a core sales position. Brands and merchants should seize the window of opportunity, deploy high-quality content resources, establish an operational system adapted to the TikTok ecosystem, enhance content strength and platform adaptability, and take a leading position in new markets.
