Over the last year, TikTok Shop has shown incredible growth and has a presence now in 9 markets, including all major markets in Southeast Asia, the United Kingdom, Saudi Arabia and the United States. After hitting US$4.4 billion GMV in Southeast Asia in 2022, TikTok Shop aims to triple that this year, as part of its overall (ambitious) US$20 billion target.

To better understand the current landscape brought about by the rise of TikTok Shop, we are unveiling Momentum Works’ latest report – The TikTok Shop Playbook: How ecosystem stakeholders should respond to the ecommerce insurgent.

Here are some highlights from the report:

  • TikTok Shop – the social platform’s push into ecommerce
  • Is TikTok Shop a threat to incumbent marketplaces?

The full Momentum Works TikTok Shop report covers the following sections:

  1. Introduction and overview – GMV, market share, TikTok Shop’s ecosystem, the importance of viral products (爆款)
  2. Crowd-sourced key questions:
    1. Why is TikTok betting so heavily on ecommerce?
    2. What is TikTok’s strategic focus in ecommerce?
    3. What are the key differences between TikTok Shop and other marketplaces?
    4. What product categories sell well on TikTok?
    5. Would North American consumers watch videos and buy things? 
    6. How can TikTok build its ecosystem?

  3. Conclusion and perspectives
    1. How will TikTok hit its US$20B GMV target for 2023?
    2. Is TikTok Shop sustainable?

Find out the above insights, and more by purchasing the full report here. 

The TikTok Shop Playbook report is also supplemented by a bonus standalone mini report “How should brands work with TikTok Shop?” The mini report provides a framework to guide brands in evaluating whether, and how, they should leverage TikTok (Shop) in their overall ecommerce strategy.

Reach out to us at [email protected] if you would like customised insights, advisory, or Momentum Academy programmes for your leadership.


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