TikTok Shop is projected to take a 13.2 per cent share of Southeast Asia’s e-commerce market in 2023, upending the hierarchy established by regional incumbents. The platform is tracking toward a gross merchandise value target of US$15 billion this year, according to data from venture builder Momentum Works.
That volume represents more than a threefold jump from the US$4.4 billion recorded across the region in 2022. The rapid expansion pulls the ByteDance unit into direct parity with Indonesian market leader Tokopedia, which holds an estimated 13.9 per cent share, while closing the gap on Lazada at 17.7 per cent.
Personal care and beauty products form the engine of the platform’s regional expansion. The category accounts for 84 per cent of all products sold on TikTok Shop and generates 70 per cent of its total gross merchandise value.
Merchants and cosmetics brands rely heavily on product bundling strategies across their livestreams to push average order values higher. By pairing skin creams, lip tints and cleansers into discounted kits, sellers generate bulk purchases from viewers watching real-time product demonstrations.
The concentration in beauty mirrors the early development of social commerce in mainland China, where low-ticket impulse buys established initial buying habits before consumers shifted toward consumer electronics and household goods.
5 per cent market share for 2023. Sea Group is responding directly by diverting resources into its own live shopping features to defend its merchant base in major markets like Indonesia.
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