TikTok Shop Southeast Asia Launches "Billion-Dollar Express" Program: Recruiting Top Sellers with Up to $15K Monthly Product Subsidies

By Ebrun. May 9th: TikTok Shop's official Southeast Asia account recently announced the formal launch of the "Billion-Dollar Express" program, aimed at recruiting established large-scale sellers from both domestic and international e-commerce platforms.

This program targets merchants who have not yet joined TikTok Shop Southeast Asia but possess operational experience on major third-party e-commerce platforms. Key merchants meeting specific sales thresholds will receive exclusive benefits and support from the platform.

According to the announcement, recruitment targets must meet one of the following criteria:

annual sales on platforms like Douyin, Taobao, Tmall, Pinduoduo, Kuaishou, or JD.com reaching 25 million RMB or more; OR annual sales on platforms like Shopee, Lazada, Amazon, Temu, or TikTok Shop US reaching 8 million RMB or more.

To support new merchants' operational and sales needs, the platform has introduced eight key benefit measures.

Specifically, newly onboarded merchants can enjoy commission fee waivers for up to 120 days, receive up to $15,000 in monthly product subsidies, and qualify for up to $10,000 in monthly advertising incentives.

Additionally, the platform provides dedicated account manager one-on-one service, early exemption from the probationary order limit for new sellers, operational governance safeguards, flexible logistics solutions supporting cross-border direct shipping, local warehouse fulfillment, and the multi-warehouse single-SKU model, as well as priority access to influencer collaboration resources during major promotional events.

In fact, since entering 2026, attracting established mid-to-large-scale sellers has been a core strategy for TikTok Shop Southeast Asia's merchant recruitment.

For instance, earlier this year, TikTok Shop Southeast Asia announced the upgrade of its Joint Business Plan (JBP) policy to the "Billion-Yuan Leaders Group" special program. This initiative focuses platform resources to establish deep partnerships with leading and high-potential partners across categories, providing end-to-end, deep operational guidance, aiming to offer merchants predictable resource guarantees and business certainty.

This upgrade is based on the positive results achieved by the initial program. According to the platform, among merchants participating in the JBP program in 2025, over half achieved their first breakthrough into the 100-million-yuan sales tier, with an average annual growth rate exceeding 150%.

Ebrun continues to track and report on this development. To learn more about related information, please scan the QR code to follow the author on WeChat.