TikTok’s e-commerce push heats up in Southeast Asia

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TikTok’s e-commerce push heats up in Southeast Asia with new shopping campaigns as retail initiatives in the West hit a snag

ByteDance-owned TikTok has recently embarked on new online shopping campaigns in Singapore and Malaysia

The app’s e-commerce marketplace, TikTok Shop, has expanded its presence to include Vietnam, the Philippines and Thailand

TikTok is cranking up its e-commerce efforts through online shopping campaigns in Singapore and Malaysia, part of expansion initiatives in Southeast Asia, as the short video-sharing app faces renewed scrutiny over its data privacy policies and struggles with its retail programs in major Western economies.

The ByteDance-owned short video platform will conduct a week-long “8.8 Sale” promotion from Thursday to mark Singapore’s National Day on August 9, according to a post last week by TikTok Shop, the popular app’s e-commerce marketplace, on its official WeChat account.

Besides local merchants, Chinese vendors keen to tap overseas markets are expected to benefit from broad exposure on TikTok’s latest campaign, which offers consumers free shipping and coupons with up to 88 per cent discount on merchandise. Merchants taking part in the promotion were advised to host live-streaming sessions in English, cater to local Singaporean culture and post short videos with special hashtags.

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