TikTok Shop Southeast Asia 12.12 War Report: Single-day highest sales record refreshed on all sites, and live sales is the main attraction

As an important shopping carnival in Southeast Asia, the Double 12 promotion entered the sprint stage last week. TikTok Shop has also frequently reported good news, and in the major Southeast Asian countries where it operates, it has refreshed the single-day highest sales record. For example, on December 12th, TikTok Shop's overall GMV in Indonesia increased by 274%, Malaysia's overall GMV increased by 138%, and Singapore's overall GMV increased by 127%.

At the same time, on the Double 12 promotion sprint day, TikTok Shop's overall cross-border GMV in Southeast Asia nearly doubled, exceeding the level of the Double 11 this year, and also set a new record for the platform's single-day highest sales in Southeast Asia's cross-border business.

As for the best-selling categories on Double 12, during the sales peak, the highest-selling categories in Thailand, Malaysia, and Singapore were fast-moving consumer goods, lifestyle, and fashion. Overall, the sales growth rate of consumer electronics was the fastest, with the GMV of this category in Thailand increasing by 150%, and the GMV in Malaysia and Singapore both increasing by over 200%.

In this Double 12 event, live sales remain the "main attraction," and many merchants and creators achieved more efficient sales conversion by going live during the promotion season. For example, TikTok Shop's live broadcast GMV in Thailand and Malaysia on Double 12 day both increased by over 170%, and Singapore also achieved nearly 160% growth in live broadcast GMV.

It is reported that since the beginning of this year's peak sales season, TikTok Shop has triggered a live broadcast craze in Southeast Asia, and the high sales conversion brought forth has continued to be strong through December.

Since early December, TikTok Shop has successively launched various distinctive promotional celebration events in several countries in Southeast Asia, while also actively engaging merchants and users in the year-end sales season by launching new features and projects, such as:

In Malaysia, TikTok Shop launched the latest alliance link feature, supporting 2 million local alliance creators to promote goods for small and medium-sized enterprises; in Thailand, TikTok Shop provided users with live broadcast discount coupons with discounts of up to 90%; in the Philippines, TikTok Shop launched the 12.12 Paskong Panalo Sale promotion, focusing on supporting the development of local small and micro enterprises.

Many international big brands have also exploded in the Southeast Asian market leveraging the TikTok Shop brand marketing matrix. For example, the representative brand marketing IP of TikTok, "Super Brand Day," set a new high in the volume during this Double 12 period. The platform had deep cooperation with 22 international brands such as Samsung, Maybelline, and Nivea. In addition to traditional promotional activities, the platform also introduced marketing gameplay represented by "excellent product raffle," amplifying the influence of super brands and products and pushing consumers' festive mood to a climax.

In addition, it is worth mentioning that after a year of deep integration between TikTok Shop and Tokopedia, the Indonesian market delivered impressive performance in this "Double 12". Report shows that the GMV growth in the first hour of Indonesia Double 12 exceeded 20 times, the total live stream views during the promotion period exceeded 2.5 billion, and multiple performance indicators set new records in the platform's history during the large promotion period, with growth exceeding that of Double 11 this year.

It is understood that every year's Indonesian "Double 12" shopping festival coincides with the Indonesian government's celebration of the National Online Shopping Day (Harbolnas), a plan aimed at focusing on supporting the development of local small and micro enterprises and the Indonesian digital economy. During this large promotion, the Shop|Tokopedia platform's search volume for "local shopping festival (Beli Lokal)" exceeded 70 million times, boosting the Double 12 order volume of local merchants by 130% on the day. After integration, Tokopedia also achieved steady development with systematic support, and the new user growth during this Double 12 increased by 350%.