TikTok Shop, an in-app e-commerce solution on the global entertainment platform, leading Shoppertainment trend and redifining shopping experiences by seamlessly integrating entertainment with commerce, highlighting significant contributions to the economy and society over the past year, showcasing its transformative impact on shopping experiences. In 2024, we witnessed an 8X* sales uplift year-on-year and a 7.8X* increase in orders, with 70%* of the GMV contributed by TikTok Shop creators. The key growth drivers are the Rise of Shoppertainment Adoption, The Power of Community and Content Discovery, and TikTok Shop’s Commitment to Supporting Local Businesses.
In addition, the last mega sales campaign in 2024, TikTok Shop 12.12 Year-End Big Sales (ลดใหญ่ท้ายปี) demonstrated its platform strategy to support brands of all sizes, particularly local brands and affiliate creators. TikTok Shop strategically phasing campaigns to serve the needs of Thai shoppers during the year-end gifting seasons with a wide variety of products from local sellers to global brands, best prices and deals offered through lock price program and ensuring after sales services with free and fast delivery. The strategic effort resulted in 300%** growth in overall orders compared to an average day, with a remarkable 3.8X** increase in LIVE GMV within the first hour. While TikTok Shop creators saw a 4.8X** boost in GMV, with nearly 5,000** creators doubling their GMV.
“We are proud to support Thai sellers and brands in achieving success and are excited about the potential of local businesses leveraging TikTok Shop solutions. Our strong community of consumers and creators is dedicated to uplifting local businesses, enabling us to fulfill our highest purpose: driving inclusive growth in Thailand while inspiring creativity and bringing joy to the Thai people. This year, we have witnessed numerous new businesses grow and achieve significant results, alongside an increase in affiliate creators and new sellers joining the platform,” said Ms. Kornnikar Niwatsaiwong, Head of FMCG, E-Commerce, TikTok Shop Thailand
The key drivers of local sellers and brands growth;
- The Rise of Shoppertainment Adoption: Thai shoppers continue to adopt new shopping behaviors through shoppertainment and embrace live commerce in their everyday lives, resulting in more than a twofold*** increase in live viewership.
- The Power of Community and Content Discovery: Thai creators have played a vital role in enhancing the visibility of local products, enabling them to go viral and creating opportunities for new affiliate creators, with a threefold*** increase in the number of creators embedding yellow baskets on TikTok Shop.
- TikTok Shop’s Commitment to Supporting Local Businesses: Over the past few years since operating in Thailand, TikTok Shop is actively collaborating with local governments, notably OTOP (One Tambon, One Product) and the Department of Business Development (DBD), to upskill and reskill local businesses. The platform has onboarded and trained almost 10,000 local sellers through both online and offline workshops nationwide and conducted dedicated marketing campaigns to boost local sellers’ and brands’ GMV.
Joyhouse, New Raising Thai Brands on TikTok Shop Achieves 6X** Sales Growth in Less Than 6 Months
A local home decor brand, Joyhouse has reported an impressive 6X** sales growth within just six months of joining TikTok Shop, breaking records during the recent 12.12 campaign. Sales Director Mr. Wutthiphat Fong and Strategic Sales and Marketing Manager Mr. Achirawat Intim shared insights on their success, emphasizing the importance of live commerce for showcasing their quality mattress products. The brand targets budget-conscious customers seeking high-quality items, leveraging TikTok’s engaging platform to reach a massive and wider audience.
Kornnikar
According to Joyhouse stated, TikTok Shop’s solutions, including marketing campaign, flash sales and an advanced data analysis dashboard, have significantly enhanced their marketing strategies. The brand prioritizes effective content creation and the expertise of their live creators to build trust and engage potential buyers during live sessions. They highlighted that preparation and consistency are key to maximizing performance and refining their approach, ultimately leading to faster growth and increased customer engagement.
“The results from this year’s support local campaign, along with regular market initiatives to support brands of all sizes on the platform and the launch of a TikTok Shop mall, have been exceptional. Key stakeholders—including creator affiliates, small businesses, and both local and global brands—have demonstrated significant growth, with local businesses achieving noteworthy success in today’s dynamic economy.” Ms. Kornnikar added. “As we look toward 2025, TikTok Shop remains dedicated to providing accessible opportunities and driving success for businesses of all sizes, enriching the lives of consumers and shaping the future of Thailand’s vibrant e-commerce ecosystem. Your success makes our everyday efforts meaningful,” TikTok Shop’s executive concluded.
TikTok Shop has emerged as a trending product shopping destination where Thai consumers can support local brands while enjoying a seamless shopping experience that emphasizes everyday value over seasonal discounts. By leveraging the shoppertainment trend and live commerce for real-time interaction, TikTok Shop boosts sales for brands, sellers, and creators alike. We remain committed to inspiring creativity and bringing joy to Thai consumers while proactively scaling our impact to support local businesses and position them for success.
Footnote:
[*] TikTok Shop Internal Data, a comparison of data between 2023 and 2024
[**] TikTok Shop Internal Data, Thailand, during Campaign TikTok Shop 12.12 Year-End Big Sale from 9-12 December 2024
[***] TikTok Shop Internal Data, Thailand, Jan 2024 to Aug 2024
