According to Chinese media outlet, ebrun, ByteDance's TikTok pushes to enter the e-commerce space in Southeast Asia.
With the likes of Alibaba's Lazada, Tencent-owned Shopee, Amazon, and JD.com in the growing e-commerce paradise, it is no surprise that ByteDance wants a piece of the market share as well.
At the moment, TikTok Shop, the e-commerce arm of the social networking giant, has entered Thailand, Vietnam, and Malaysia.
TikTok Shop's Presence
- During February, 2021, TikTok Shop launched in Indonesia; allowing only Indonesian registered businesses to set up shop and catering to Indonesian users only.
- Last April 2021, TikTok Shop landed in the United Kingdom, giving priority to businesses registered in the United Kingdom but since June, it has gradually opened to cross-border merchants.
- Based on multiple feedback from merchants, for cross-border stores such as the TikTok Shop in UK to take off in Southeast Asia, it will take time as the Southeast Asian market is too fragmented.
- It is also added that if TikTok were to have stores in Southeast Asia, it will be localised and restricted to region accordingly.
Currently, TikTok is recruiting e-commerce industry and business operators in Vietnam, Thailand, and Malaysia.
According to a senior e-commerce analyst, TikTok Shop is not in direct competition with Shopee and Lazada at this stage due to TikTok still utilising redirection of external links.
However, it is added that if TikTok were to achieve a closed loop like China-based Douyin, it might turn out differently.
