AMZ123 has learned that, according to data from Momentum Works, TikTok Shop has set its Southeast Asia e-commerce market share target at 13.2%, with an annual GMV target of US$15 billion, more than tripling from US$4.4 billion in 2022. Its current market size is already close to Tokopedia’s 13.9% share, and its gap with Lazada continues to narrow, while Shopee continues to lead the regional market with a 46.5% share.

In terms of category structure, TikTok Shop’s sales are highly concentrated in beauty and personal care. This category accounts for 84% of all listed products and contributes 70% of total GMV. Sellers commonly use live-stream bundle deals to increase average order value.

Facing competitive pressure from TikTok Shop’s live commerce, Shopee has continued to increase investment in live shopping resources. During Indonesia’s 7.7 mega sale, live transaction volume grew 12 times compared with normal days.

The report noted that TikTok Shop’s core challenge is to improve logistics and merchant infrastructure, and to expand beyond low-average-order-value beauty categories into larger, high-value categories such as home appliances.

Seller Home Review

TikTok Shop’s beauty and personal care opportunity in Southeast Asia is clear. Sellers should prioritize lightweight beauty and personal care products, scale quickly with short-video content, and monitor logistics timeliness and the pace of expansion into larger categories.

Source: AMZ123
Original link: https://www.amz123.com/kx/2Jnbrgiu