TikTok Shop Southeast Asia Launches Four Support Policies at the Start of the Year to Lower Entry Barriers for New Merchants

Ebrun Original: On January 10, TikTok Shop Southeast Asia officially announced the launch of four support policies targeting cross-border new merchants in the region. These initiatives focus on key areas such as capital investment, market expansion, logistics fulfillment, and operational services, aiming to lower the entry barriers for new merchants entering the Southeast Asian e-commerce market and enhance their cold-start efficiency.

In terms of funding, TikTok Shop Southeast Asia introduced a "Zero-Cost Trial Operation" policy, offering eligible cross-border new merchants a deposit waiver for up to 90 days. Merchants can avoid freezing deposit funds during the initial phase, allowing them to prioritize limited cash flow for product procurement, content creation, and marketing promotion, thereby improving operational flexibility. This measure also provides merchants with the opportunity to test the market at a lower cost, helping them quickly validate product-market fit and operational strategies in the early stages. The platform stated that merchants can choose whether to activate this waiver based on their financial arrangements and business pace.

Regarding cross-market expansion, TikTok Shop Southeast Asia upgraded cross-border store permissions by further relaxing the "One License, Multiple Stores" policy. The number of stores that a single business license can open in one country has been increased from 3 to 5. Under the new policy, eligible merchants can open up to 25 stores across five markets—Thailand, Malaysia, the Philippines, Vietnam, and Singapore—using the same set of corporate credentials, without the need to repeatedly submit qualification documents or register additional companies. This significantly simplifies the store setup process and reduces the time and labor costs associated with scaling operations in Southeast Asia.

In logistics fulfillment, TikTok Shop Southeast Asia enhanced its cross-border logistics network by adding a certified domestic warehouse in Pingxiang, Guangxi, officially launching the 3PL border warehouse model. This creates a new direct channel to the Vietnamese and Thai markets. With this model, merchants can quickly reach local consumers without the need for complex cross-border inventory preparation in advance. The platform also offers a 90-day warehouse rental waiver, with last-mile delivery costs borne by consumers, which is particularly beneficial for optimizing costs of medium to large-sized items. Leveraging Pingxiang's proximity to Vietnam and Thailand, logistics efficiency is significantly improved, with delivery times of approximately 6 to 8 days to Bangkok, Thailand, and just 2 to 4 days to Hanoi, Vietnam. Additionally, the model supports using one set of inventory to cover both the Thai and Vietnamese markets, complementing overseas warehouses and helping merchants manage inventory costs while handling peak order volumes during major sales events.

In operations and services, TikTok Shop Southeast Asia simultaneously upgraded its end-to-end service system, building a full-cycle incubation ecosystem that includes "methodology sharing, multi-scenario training, and dedicated companion services." The platform established a free online learning platform, offering merchants access to over 100 courses covering beginner guides, category operations, and promotional strategies to meet the growth needs of merchants at different stages. Through weekly live training sessions and regular offline events such as new merchant bootcamps, the platform provides hands-on guidance and case studies on key topics like short video sales, live streaming conversions, and collaborations with local influencers, helping merchants adapt more quickly to the local market. Furthermore, TikTok Shop Southeast Asia offers exclusive incubation support for new merchants, including growth tasks, special incentives for high-potential merchants, and a budget of tens of millions dedicated to cold-start assistance. Official incubation managers provide ongoing operational support and customized growth advice.

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