TikTok Shop Southeast Asia Cross-Border E-commerce GMV Doubles in a Year, to Launch 'Billion-Dollar Leaders Program' in 2026

At the recent '2025 TikTok Shop Southeast Asia Cross-Border E-commerce Annual Awards Gala,' Adam, the General Manager of TikTok Shop Southeast Asia Cross-Border E-commerce, shared key performance metrics from the past year and outlined the platform's strategic priorities for 2026.

According to Adam, TikTok Shop Southeast Asia Cross-Border E-commerce achieved explosive growth across the entire value chain in 2025: Annual GMV has climbed for two consecutive years, doubling in size compared to 2024; daily average GMV increased by 90% year-over-year, with the peak daily transaction volume towards the end of the year approaching twice that of late 2024. Major sales events also set new records—the 6.6 Shopping Festival, Singles' Day, and Double 12 saw GMV growth rates of 123%, 230%, and 270% year-over-year, respectively, with short video-driven GMV surging 257% during Double 12.

Across all core categories, TikTok Shop Southeast Asia Cross-Border E-commerce recorded GMV growth exceeding 120%, with premium segments becoming key growth drivers: computer and office equipment grew nearly fivefold, while beauty appliances, maternal and child products, health supplements, and other categories grew more than threefold. Niche segments like home textiles, pet supplies, and modest fashion also saw growth rates surpassing 300%. High-growth categories emphasized quality, user experience, and brand identity over low-price, high-volume strategies, indicating that Southeast Asian consumers are shifting from basic product needs to a pursuit of high-quality lifestyles and are willing to pay a premium for refined experiences, healthy living, and brands they identify with.

This growth is supported by the platform's comprehensive ecosystem empowerment. In 2025, TikTok Shop Southeast Asia Cross-Border E-commerce deepened its creator ecosystem, built a year-round collaborative marketing matrix, provided tiered support for merchants at different stages, upgraded cross-border fulfillment systems (launching border warehouses and next-day delivery), and increased resource investment across the value chain, offering merchants clear operational pathways and concrete support. The event also recognized top-performing merchants, ecosystem partners, and creator agencies for their contributions to ecosystem development.

Looking ahead to 2026, TikTok Shop Southeast Asia Cross-Border E-commerce has defined two core priorities: 'driving high-quality growth' and 'building a sustainable ecosystem.' The platform will launch the 'Billion-Dollar Leaders Program' to support leading merchants in global brand building, accelerate the introduction of international premium brands and domestic high-quality sellers, enhance live streaming efficiency, and refine major sales event operations. Additionally, it will expand category offerings, optimize entry and governance rules, develop next-generation cross-border fulfillment models, and improve delivery speed and returns experience.

'In 2026, we will work with all merchants to achieve a new pace of growth in global expansion,' Adam emphasized.