As an emerging force in social commerce, TikTok Shop drives sales through eye-catching short videos and livestream features, establishing itself as a leading eCommerce platform in Southeast Asia. According to Tech Buzz China, TikTok Shop’s GMV in Southeast Asia reached $32 billion in 2024, with daily sales averaging approximately $140 million by June 2025, demonstrating enormous market potential and business opportunities. In this edition of e+Solutions eCommerce Logistics Guide, we’ll introduce the steps, challenges and solutions for Hong Kong eCommerce businesses entering the Southeast Asian TikTok Shop market.
Why Expand to the Southeast Asian Market?
With a population exceeding 670 million and rapidly increasing digitalization in recent years, Southeast Asia continues to see growth in online shoppers. According to Statista, the Southeast Asian eCommerce market will reach $133.62 billion in 2025 and is projected to grow to $187.16 billion by 2029, with an annual growth rate of 8.79%. Young consumers in the region maintain an open attitude toward foreign brands, and their increasing purchasing power presents significant opportunities for Hong Kong brands.
Why Choose TikTok Shop?
TikTok Shop, launched by TikTok in 2021, has rapidly evolved into Southeast Asia’s leading social commerce platform. Its unique advantages make it an ideal choice for entering the Southeast Asian market:
1. Massive User Base: According to KrASIA data, TikTok has 325 million monthly active users in Southeast Asia with high user engagement, providing merchants with abundant potential customers.
2. Innovative Sales Model: The platform combines short videos, livestreaming, and eCommerce features. Through engaging content that showcases product features, coupled with the platform’s unique “shop while watching” functionality, merchants can effectively trigger consumer purchasing desire while simplifying the shopping process.
3. Comprehensive Marketing Ecosystem: The platform features a mature influencer collaboration ecosystem, allowing businesses to flexibly implement KOL marketing strategies and rapidly penetrate markets through influential content creators to build brand awareness.
4. Low Entry Barriers with High Conversion: Compared to traditional eCommerce platforms, TikTok Shop offers more competitive store setup conditions and operational costs. The platform’s powerful algorithm precisely delivers content to target audiences, helping merchants achieve higher conversion rates.
Steps to Open a Southeast Asian TikTok Shop
To establish a Southeast Asian TikTok Shop, there are usually two models: local store and cross-border store/global shop, suitable for different types of merchants. Below is the store registration process for Southeast Asian markets (Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam):
1. Verify Eligibility and Select Market
| Local Store | |
| Suitable for |
|
| Registration Requirements |
|
| Advantages |
|
| Disadvantages |
|
| Cross-Border Store/Global Shop (Except Indonesia) | |
| Suitable for |
|
| Registration Requirements |
|
| Advantages |
|
| Disadvantages |
|
2. TikTok Shop Account Registration
- Visit the TikTok Shop Seller Center of Local Store or Cross-border Store/Global Shop, fill in personal and store information according to requirements, and upload necessary documentation
- Submit application and wait for platform review
- Sign merchant agreement after approval
3. TikTok Shop Setup and Product Listing
- Link local bank account for payments or connect to cross-border payment platform
- Design store page and complete personal and store information, including contact name and phone number, warehouse address, store logo, introduction, etc.
- Add product catalog, complete and upload product information, including product names, descriptions, images, videos, etc.
- Set up shipping fees and delivery templates, as well as shipping methods, including Fulfilled By TikTok, Shipped via Platform, or Shipped by Seller
4. TikTok Shop Product Promotion
- Utilize TikTok ads and promotional tools, shopping videos, and livestreams to attract customers
- Collaborate with local influencers or creators to enhance credibility and conversion rates
- Use trending hashtags such as #TikTokMadeMeBuyIt to increase visibility
Challenges and Solutions
Southeast Asian TikTok Shop currently serves six country markets, while mainland China uses a separate version (Douyin). For cross-border operations, Hong Kong merchants managing TikTok Shop businesses and handling Southeast Asian cross-border logistics should focus on delivery efficiency and cost-effectiveness. To optimize operational performance, merchants can:
1. Establish Local Entities in TikTok Shop-supported Countries
- Register local business entities, such as private limited companies, in Southeast Asian countries like Singapore or Malaysia that offer business-friendly policies and tax incentives
- Operate as local sellers, meeting all requirements for TikTok Shop local stores
2. Strategic Partnerships
- Engage agents familiar with local regulations and consumer preferences to manage Southeast Asian TikTok Shop accounts and local operations, while Hong Kong merchants focus on product supply
- Use third-party logistics service providers (3PL), such as ePlus, to handle cross-border shipping and warehousing, ensuring prompt TikTok logistics delivery and compliance with local regulations
3. Utilize Cross-Border Store Sales Model
- TikTok Shop allows Hong Kong sellers to establish cross-border stores in designated markets using Hong Kong business licenses and Hong Kong or mainland warehouses
- Cross-border delivery times may be longer
-
ePlus Cross-Border Logistics Support
As a reliable third-party logistics service provider, ePlus offers eCommerce businesses a one-stop cross-border logistics solution for Southeast Asia. We provide local warehousing, inventory management and order fulfillment services globally, including the Zero-GST warehouse in Singapore that help merchants achieve fast delivery and reduce the operational costs. We also assist with complex procedures such as customs clearance to ensure compliance with local entry requirements.
Our smart logistics system is integrated with TikTok Shop, fully supporting order fulfillment for both local and cross-border stores. For local store, merchants can utilize our overseas warehouses in Southeast Asia for local inventory management and warehousing distribution; for global shop/cross-border store, merchants can store goods in ePlus Hong Kong warehouse, process orders in Hong Kong, and then ship to local consumers via courier. If merchants adopt the FBT (Fulfilled by TikTok) delivery model, ePlus can deliver goods to local TikTok distribution center within 48 hours for platform-managed delivery.
Through the system, merchants can manage overseas TikTok Shop orders from Hong Kong in one place, check inventory and order status, and monitor operations around the clock, accelerating overseas business expansion and capitalizing on the tremendous business opportunities offered by TikTok Shop.
Read More：
Cross-border eCommerce: What is HS and HTS Code?
Cross-border eCommerce: Strategic Response to Global Tariff War Challenges
Cross-border eCommerce: Your Comprehensive Guide to Global Import Rules
Encountering any e-Commerce logistics troubles? e+Solutions can help you! From goods storage and management, handling and packaging, to arranging last-mile, we can meet all your logistics needs while allowing you to operate an online store easily
Media Coverage：
- Break Bulk News – U-Freight’s e+Solutions centre imparts practical wisdom to logistics students
- Asia Cargo News – U-Freight Group Eyes further e-commerce logistics growth in 2024
- AJOT – U-Freight expands robot fleet in its Hong Kong e-commerce fulfilment center
- AJOT – U-Freight gains recognition for e-commerce logistics product
- Air Cargo News – U-Freight takes e+Solutions to Malaysia
