TikTok Shop nearly doubled its short video gross merchandise value in Singapore as its merchant roster expanded over 125 percent year on year to approximately 80,000 sellers.

Live commerce sales on the platform climbed more than 70 percent year on year, supported by a 150 percent surge in live stream viewership, a 60 percent rise in monthly buyers, and a 30 percent increase in overall transaction volumes.

Speaking at the Retail Asia Summit 2026 in Singapore, Leon Koh, Fashion Lead and Seller Management Lead at TikTok Shop Singapore, said consumers are shifting from search-driven shopping to discovery-led purchases inside content feeds.

Koh outlined how discovery commerce has taken root across retail verticals, bringing content and commerce together so shoppers discover, explore, and purchase products within the same experience.

Sales gains spanned fashion and accessories, beauty and personal care, phones and electronics, everyday supplies, and food and beverage categories. The platform positions video feeds as an additional touchpoint to complement, rather than displace, brands’ established distribution channels.

Live broadcasting has emerged as the main vehicle for larger sales conversions on the app. Real-time product demonstrations let sellers answer questions instantly and verify sizes. Hosts can also offer short-lived pricing incentives during broadcasts.

For merchant support, TikTok Shop introduced the Go Live Academy for businesses without broadcasting experience, alongside the Merchant Self Live programme for retailers running internal studios. The platform advocates a three-pillar framework of exposure, experience, and enablement to turn viewers into regular buyers.

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