This report is a market research report on the eight major TikTok Shop sites (United States, United Kingdom, Indonesia, Vietnam, Philippines, Thailand, Malaysia, Singapore), aiming to provide cross-border sellers with key information such as market overview, competitive landscape, consumer preferences, best-selling categories, and holiday marketing for each site, to help sellers seize market opportunities and respond to challenges.
1. United States Site
- Market Overview: The US e-commerce market is huge, with online retail sales approaching $1.3 trillion in 2023 and expected to exceed $1.2 trillion by the end of 2024, with e-commerce penetration continuing to rise. The market ecosystem is diverse, including brand-owned websites and diversified e-commerce platforms, and the rise of TikTok Shop is changing the landscape.
- Consumer Behavior: TikTok is changing consumer shopping habits, making their decisions more proactive, instant, and impulsive, with shopping patterns shifting towards "entertainment shopping." There is growing demand for pet supplies and home goods.
- Product Selection & Marketing: Popular topic tags show consumers are interested in home, pets, etc. Beauty & personal care, women's clothing & lingerie, health supplements and other categories are best-sellers, and holiday marketing has a significant impact on sales.
2. United Kingdom Site
- Market Overview: The UK is one of the largest e-commerce markets in Europe, with a scale of $143 billion and is expected to grow rapidly in the next five years. The e-commerce ecosystem is diversified, including local and international e-commerce platforms and social media platforms. TikTok Shop faces competition and challenges, but has improved its position through policy adjustments.
- Consumer Behavior: Consumers are shifting from offline to online, focusing on promotions and discounts, and still have requirements for brand sustainability.
- Product Selection & Marketing: Electronics, daily necessities, beauty and personal care are the main online shopping categories, with different category popularity during holidays.
3. Indonesia Site
- Market Overview: Indonesia is one of the largest economies in Southeast Asia, with a GDP of over $1 trillion, a large population, and great potential for the internet economy. However, TikTok Shop faces policy restrictions, which are being addressed through cooperation.
- Consumer Behavior: The user base is young and predominantly female, prefers online shopping, and loves new technology, streaming media, beauty, and gaming.
- Product Selection & Marketing: Beauty and personal care products dominate the live streaming market, and Ramadan and Eid al-Fitr are important consumption nodes.
4. Vietnam Site
- Market Overview: Vietnam's e-commerce is in a stage of rapid growth, with a market size of $25 billion in 2023. TikTok Shop is growing rapidly but faces challenges from regulatory changes.
- Consumer Behavior: Most consumers prefer shopping via social media, are influenced by discounts and influencers, but also pay attention to safety and trust.
- Product Selection & Marketing: Clothing, beauty, and fashion accessories are popular categories, with diverse demands during holidays.
5. Philippines Site
- Market Overview: The population is young, internet penetration is high, e-commerce has great growth potential, and the market is dominated by international platforms. Although TikTok Shop has great potential, it faces policy obstacles.
- Consumer Behavior: Consumers often compare products before shopping, pursue cost-effectiveness and quality, and are influenced by celebrities.
- Product Selection & Marketing: Beauty and personal care, mobile phones and digital products perform well in live streaming and short video sales, with strong demand for various products during holidays.
6. Thailand Site
- Market Overview: Rapid economic development, high e-commerce penetration, TikTok Shop is developing rapidly and is recognized by consumers, but new tax policies affect sellers.
- Consumer Behavior: Consumers are rational, value cost-effectiveness and quality, and have expectations for promotional activities.
- Product Selection & Marketing: Clothing and accessories, health and beauty are favored categories. Beauty and personal care are best-sellers in live streaming sales, with rich demand for all categories during holidays.
7. Malaysia Site
- Market Overview: Developed economy, high internet and e-commerce penetration, e-commerce market is concentrated at the top, TikTok Shop is developing well, but there is a low-price goods tax policy.
- Consumer Behavior: Low return rate, rational consumption, influenced by KOLs, value product quality and cost-effectiveness.
- Product Selection & Marketing: Beauty and personal care, mobile phones and digital products are best-selling categories, with sales opportunities for different categories during holidays.
8. Singapore Site
- Market Overview: Developed economy, high per capita GDP, great growth potential for the e-commerce market, TikTok Shop is developing steadily, and GMV is growing significantly.
- Consumer Behavior: Focus on product cost-effectiveness and low-price promotions, sensitive to price.
- Product Selection & Marketing: Beauty and personal care, health and other categories rank high in GMV. Both low-priced and high-ticket items have their markets, and there is demand for all kinds of products during holidays.
