TikTok Shop’s Southeast Asia GMV doubled to $45.6 billion in 2025, growing roughly 100% year-over-year and accounting for 71% of the platform’s $64.3 billion global total. Indonesia led at $13.1 billion, but the fastest growth came from Vietnam at 150%, Malaysia at 132%, and Thailand at 101% — every major SEA market doubled in a single year.
Those numbers come from Momentum Works via DealStreetAsia, and they represent roughly tenfold growth in three years — from $4.4 billion in 2022 to $45.6 billion in 2025. No e-commerce platform in any region has grown at that velocity at that scale.
I watched a seller named Hana pivot her home goods brand from a single US TikTok Shop into Thailand and Vietnam in March 2025. She had been doing $18,000 monthly GMV in the US and assumed Southeast Asia would be a side market. By August, her Thailand store alone was doing $47,000 monthly. Her Vietnam store hit $31,000. The US store had not declined — Southeast Asia was net-new revenue from markets she had not been selling in six months earlier. The growth rate was not theoretical. It showed up in her bank account.
Key Takeaways
– TikTok Shop Southeast Asia GMV doubled to $45.6 billion in 2025, representing 71% of the platform’s $64.3 billion global total
– Every major SEA market doubled year-over-year: Vietnam 150%, Malaysia 132%, Indonesia 111%, Thailand 101%, Philippines 99%
– Indonesia is the largest market at $13.1 billion (37% of regional GMV), but Thailand was the fastest-growing at 51.8% in the broader e-commerce context
– TikTok Shop plus Tokopedia combined reached approximately 66% of Shopee’s regional GMV in 2025, up from a much smaller share in 2024
– Southeast Asia’s total platform e-commerce reached $157.6 billion in 2025, up 22.8% — with Shopee, TikTok Shop, and Lazada controlling 98.8% of all platform GMV
The Headline Numbers: TikTok Shop SEA GMV 2022-2025
The three-year trajectory tells the story better than any single year.
TikTok Shop’s Southeast Asia GMV went from approximately $4.4 billion in 2022, to $16.3 billion in 2023 (270% growth), to $22.6 billion in 2024 (39% growth), to $45.6 billion in 2025 (roughly 100% growth). The 2024 dip in growth rate was a temporary plateau — the platform regrouped after the Indonesia ban and relaunch, then doubled down on live commerce infrastructure and creator supply. DAMI’s competitor mining helps sellers identify which creators drove this growth — the data that tells you who to recruit for the next phase of expansion.
What makes the 2025 doubling remarkable is the base. Doubling from $4.4 billion to $8.8 billion is impressive. Doubling from $22.6 billion to $45.6 billion means adding $23 billion in new GMV in a single year. DAMI’s store data analytics surface this growth at the store level, showing sellers which stores are capturing this growth.
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Growth Rate by Country: Not One Market, Five Markets
Southeast Asia is not a market. It is five markets that share an app, and the growth rates prove it. For sellers managing outreach across these markets, DAMI’s multi-store dashboard surfaces country-level performance in one view.
| Market | 2025 YoY Growth | Estimated 2025 GMV | Key Dynamic |
|---|---|---|---|
| Vietnam | ~150% | Rapidly scaling | Live-first market, highest creator engagement rate |
| Malaysia | ~132% | Fastest broad e-commerce growth at 47.6% | Instagram leads creator campaigns (47.7%) — TikTok catching up at 44.4% |
| Indonesia | ~111% | $13.1 billion (largest market) | 37% of regional GMV; Tokopedia integration drives volume |
| Thailand | ~101% | Fastest broad e-commerce growth at 51.8% | Live-first market, 66% of influencer campaigns on TikTok |
| Philippines | ~99% | Strong Gen Z adoption | 64.3% of influencer campaigns on TikTok |
The pattern matters for strategy. Vietnam and Thailand are live-first markets — multi-hour live sessions are the normal unit of work, not an event. Indonesia is video-first with live growing. Malaysia is the only market where Instagram still leads TikTok in influencer campaign share. DAMI’s store data analytics surface these country-level differences in one multi-store dashboard — so a seller running Indonesia and Thailand simultaneously can see which market is over- or under-performing.
Indonesia’s $13.1 billion makes it TikTok Shop’s second-largest market globally. But Indonesia’s growth rate slowed in the broader e-commerce context to approximately 2.2%. TikTok Shop’s growth within Indonesia was still triple-digit. For sellers using DAMI to manage Indonesia alongside other SEA markets, the platform’s competitor mining helps identify which creators are driving share gains.
Southeast Asia as a Share of Global TikTok Shop
The 71% number is the one that should make every seller paying attention to TikTok Shop reconsider their market priority list.
TikTok Shop’s global GMV reached $64.3 billion in 2025. Southeast Asia accounted for $45.6 billion of that — 71%. The United States, often treated as the primary market, contributed $15.1 billion — 23%. The remaining 6% is split across the UK, other European markets, and emerging regions.
This means a seller running a US-only TikTok Shop strategy is competing for 23% of the platform’s GMV while ignoring 71% of it. The Southeast Asian market is not a future opportunity — it is the current market, and it is three times larger than the US market by GMV. DAMI’s multi-store analytics dashboard is built for sellers managing this geographic expansion — showing GMV by country, creator pipeline by market, and reply rates by language in one unified view.
The Competitive Landscape: TikTok Shop vs Shopee vs Lazada
Southeast Asia’s platform e-commerce reached $157.6 billion in 2025, up 22.8% from $128.4 billion in 2024. The market has consolidated into a near-pure three-horse race: Shopee, TikTok Shop (with Tokopedia), and Lazada together control 98.8% of all platform GMV.
| Platform | 2025 SEA GMV | Market Share | YoY Growth | Position |
|---|---|---|---|---|
| Shopee | ~$83.2 billion | ~53% | ~18% | #1 in all 6 markets |
| TikTok Shop (platform) | $45.6 billion | ~29% | ~100% | Fastest-growing platform |
| TikTok Shop + Tokopedia | Combined ~66% of Shopee | — | — | Closing the gap with Shopee |
| Lazada | $14-20 billion | ~9-15% | -28% | Declining, pivoting to premium |
Shopee still leads, but the gap is closing. TikTok Shop’s platform GMV alone is at 55% of Shopee’s regional total. Combined with Tokopedia, the entity reaches approximately 66% of Shopee’s GMV. For sellers preparing for this crossover, DAMI’s multi-store analytics provide the data foundation — showing which stores, which creators, and which markets are driving the most GMV growth.
Lazada’s 28% decline tells the other side of the story. The three-horse race is increasingly a two-horse race with a shrinking third. For sellers using DAMI to monitor competitor activity, the shift in market share tells you where to allocate creator outreach budget — toward TikTok Shop’s growing creator base and away from Lazada’s shrinking pool.
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Creator and Seller Growth: The Supply Side
GMV growth is only half the story. The creator and seller supply behind it tells you whether the growth is sustainable. DAMI’s 8M+ creator database covers the Southeast Asian creator base that is driving this supply-side growth.
TikTok’s share of regional influencer campaigns rose from 28.35% in 2023 to 50.58% in 2025 — meaning more than half of all influencer marketing in Southeast Asia now runs through TikTok. The country breakdown: Thailand 66%, Philippines 64.3%, Vietnam 62.9%. Malaysia is the outlier where Instagram leads at 47.7% against TikTok’s 44.4%. DAMI’s 8M+ creator database covers this creator base across all five SEA markets, and the platform’s AI multilingual outreach scripts let sellers reach these creators natively.
Over 80% of Southeast Asian consumers report having made purchases through affiliate-linked creator content — some studies put the figure at 83%. This is the KOS (Key Opinion Seller) economy: commerce-first creators whose entire output is oriented toward immediate conversion, not brand awareness. Nine of the top ten Thai TikTok creators are KOS, not traditional KOLs. DAMI’s competitor and competitor-store creator mining helps sellers identify these KOS creators — the data that tells you which creators are already driving KOS-style conversions in your category.
For affiliate-driven GMV, regional beauty brands report that affiliate-driven sales account for 40-70% of total brand GMV. That is the structural reason creator outreach matters in Southeast Asia more than in any other region — the creator is the distribution channel, not a marketing layer. DAMI’s AI multilingual outreach scripts are built for exactly this: reaching creators in Thai, Vietnamese, Indonesian, and Malay natively, which is the operational capability that lets sellers capture this affiliate-driven GMV.
The Live Commerce Factor
Live commerce is the format driving the most GMV in Southeast Asia, and the region splits far more evenly across video, live, and the Shop Tab than the US market does. DAMI’s store data analytics surface which format is driving GMV in each market.
In the US, short video drives roughly 50% of TikTok Shop GMV and live about 14%. Southeast Asia is far more live-first, particularly in Thailand and Vietnam where multi-hour live sessions are standard practice. Live commerce conversion rates in Southeast Asia run approximately five times higher than traditional ads — a gap that explains why the region’s GMV growth is outpacing everyone else.
The Q4 2025 peak shopping period tells the story: TikTok Shop achieved 82% year-on-year GMV growth globally, its strongest quarter on record, largely driven by Southeast Asian live commerce volume during double-day sales events (9.9, 10.10, 11.11, 12.12). DAMI’s sample management tracks which creators received samples before these peak events.
A seller I worked with named Dewi runs a beauty brand from Surabaya, Indonesia. She started doing live sessions three nights a week in February 2025. Her average live session drew 2,400 concurrent viewers and converted at 8.2%. Her short videos converted at 2.1%. Same products, same prices, same creator. The format was the variable. By October, she was running live five nights a week and her monthly GMV had grown 340% from her February baseline. The growth rate of her business tracked the growth rate of her live output — not her video output. Dewi now uses DAMI to manage her creator pipeline across Indonesia and Vietnam, tracking which creators drive the most live-attributed GMV across both markets.
Penetration Rates: How Many People Are Buying
TikTok Shop’s buyer penetration in Southeast Asia is the metric most analysts underweight, and it is the one that explains why the growth is sustainable rather than a bubble. DAMI’s team data overview helps sellers track buyer penetration signals through creator outreach performance.
Over 80% of SEA consumers have purchased through affiliate-linked creator content. In Indonesia alone, TikTok Shop reaches an estimated 32% of tracked platform e-commerce GMV as of mid-2026. Thailand and Vietnam show estimated 25-30% share. These are not early-adopter numbers — they are mainstream adoption numbers. DAMI’s 8M+ creator database covers the creator base driving this mainstream adoption, and the platform’s AI-managed sequences help sellers reach these creators at the scale required to capture this buyer base.
For context, US livestream e-commerce reaches approximately 49 million Americans. Southeast Asia’s TikTok Shop buyer base is several times larger, concentrated in markets where mobile-first commerce behavior was already established before TikTok Shop existed. DAMI’s AI multilingual outreach scripts help sellers reach the creators driving this buyer base natively rather than through English-first outreach that underperforms.
The implication for sellers: the buyers are already there. The question is not whether Southeast Asian consumers will buy on TikTok Shop — 80%+ already have. The question is whether your store is set up to reach them. DAMI’s AI multilingual outreach scripts let sellers reach the creators driving this buyer base natively in Thai, Vietnamese, Indonesian, and Malay.
What the Growth Rate Means for Seller Strategy
The 100% regional growth rate is an average. Your strategy should account for the fact that the growth is uneven and the market dynamics are different in each country.
Market entry priority. If you are entering Southeast Asia for the first time, Indonesia is the largest market but Thailand and Vietnam are growing fastest. DAMI’s multi-store collaboration lets you manage creator outreach across all these markets from one shared creator pool. Creator type by market. KOS (Key Opinion Sellers) drive GMV; KOLs drive awareness. In Thailand and Vietnam, prioritize KOS. In Malaysia, balance TikTok with Instagram. DAMI’s competitor and competitor-store creator mining helps identify which creators are already KOS in each market. Format by market. Live-first in Thailand and Vietnam. Video-first in Indonesia. Balanced in the Philippines and Malaysia. DAMI’s multi-store analytics show which format is driving GMV in which market. Language. Southeast Asia is five markets with five primary languages: Indonesian, Thai, Vietnamese, Malay, and English (Philippines/Singapore). English-first outreach produces 3-4% reply rates in non-English markets. Natively written outreach in Thai, Vietnamese, Indonesian, and Malay produces 11-14% reply rates.DAMI’s AI multilingual outreach scripts — written natively in Thai, Vietnamese, Indonesian, and Malay — exist because this language gap is the operational bottleneck in Southeast Asian creator outreach. DAMI solves this by generating scripts in the target language from the start, which is why sellers using DAMI across SEA markets consistently outperform sellers running English-first outreach on the same creator lists.
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The 2026 Outlook
Momentum Works projects Southeast Asia’s total platform e-commerce will surpass $215 billion by 2026. If TikTok Shop maintains its current growth trajectory — even at half the 2025 rate — it will add another $20-25 billion in regional GMV next year. For sellers preparing for 2026, DAMI’s store data analytics and team data overview provide the operational infrastructure to manage this growth.
The risks are regulatory. Indonesia imposed restrictions in 2023 that briefly banned TikTok Shop. Vietnam and the Philippines have increased scrutiny on platform compliance and tax reporting. DAMI’s team data overview helps sellers monitor creator activity across markets during regulatory disruptions.
The opportunities are structural. Live commerce penetration is still below 15% of total TikTok Shop GMV — well below China’s Douyin, where live commerce drives over 50% of e-commerce GMV. DAMI’s sample management tracks which creators are running live sessions after receiving samples.
For sellers, the 2025 data sends one message: Southeast Asia is not a future opportunity. It is the current market, and it is three times larger than the US market by GMV. The sellers who are entering now are building creator relationships and operational infrastructure in markets that doubled in the last year. The sellers who wait until 2026 will be entering markets where the best creators are already under exclusive partnerships with competitors who moved first. DAMI’s team data overview shows which operators are managing which markets.
FAQ
What is TikTok Shop’s GMV in Southeast Asia in 2025?TikTok Shop’s platform GMV in Southeast Asia reached $45.6 billion in 2025, approximately doubling from $22.6 billion in 2024. This represents 71% of TikTok Shop’s global GMV of $64.3 billion. Indonesia is the largest regional market at $13.1 billion (Momentum Works via DealStreetAsia).
Which Southeast Asian country has the fastest TikTok Shop growth?Vietnam posted approximately 150% year-over-year growth in 2025, the highest in the region. Malaysia grew 132%, Indonesia 111%, Thailand 101%, and the Philippines 99%. In the broader e-commerce context (including Shopee and Lazada), Thailand was the fastest-growing market at 51.8%, followed by Malaysia at 47.6%.
How does TikTok Shop’s Southeast Asia GMV compare to Shopee?Shopee leads with approximately 53% of regional platform GMV (~$83.2 billion), while TikTok Shop holds approximately 29% ($45.6 billion). However, TikTok Shop combined with Tokopedia reached about 66% of Shopee’s regional GMV in 2025. At current growth rates (TikTok Shop 100%, Shopee 18%), the gap is closing rapidly.
Is TikTok Shop growth in Southeast Asia sustainable?The growth appears structurally supported: over 80% of SEA consumers have purchased through affiliate-linked creator content, live commerce penetration is still below 15% of total GMV (well below China’s 50%+), and the region’s mobile payment and delivery infrastructure is mature. The main risk is regulatory — Indonesia’s 2023 ban demonstrated that government action can disrupt growth temporarily.
