With nearly 50 million users in Thailand, TikTok, ByteDance's short video platform, is quickly becoming an important tool for content creators and merchants to explore business opportunities, posing a strong challenge to Thailand's existing e-commerce platforms.。

According to a report, the total value of goods traded (GMV) in Southeast Asia in 2022 was $99.5 billion, of which TikTok's GMV reached $4.4 billion.。In addition, TikTok accounted for 4% of Thailand's $14.4 billion GMV total last year, while Shopee and Lazada accounted for 56% and 40%, respectively.。

In June, TikTok announced it would allocate millions of dollars to Southeast Asia over three years, aiming to help more than 120,000 SMEs transform their businesses online and join the digital economy.。According to TikTok's statement, the $12.2 million investment includes cash grants, digital skills training and advertising credits for small and medium-sized businesses, including those in rural and suburban areas.。

Highly influential original content

Pisut Rojlertjanya, head of TikTok operations in Thailand, said the company was positioned as "a trusted platform for creating impactful content."。TikTok has observed three content trends that will continue to grow in the coming years:

The first is content that brings joy and inspiration and has a positive impact, which is also the core of TikTok。

The second is three categories of popular content: entertainment news including music, dance, and film and television reviews; lifestyle and education; and global sports coverage.。

The third is the content of fast-rising creators who are unknown but have gained millions of views by recording real moments.。

In response, Pisut said, "Funny, real videos are very popular on the Thai platform, and these creators are good at producing content that resonates with the audience and are loved by many users.。"

rich connotationCreator economy

The platform will continue to provide educational support to content creators to help them produce quality videos, while emphasizing children's safety and privacy.。

What makes TikTok unique is that for the first time in Southeast Asia, TikTok has set up a "creator's home" on the fourth floor of Siam Paragon shopping center in Bangkok.。It's a place for parties and work, where creators can exchange ideas and arrange fan gatherings.。The company also regularly organizes offline events, including "Thai Creators Day" and "TikTok Awards," to create opportunities for top creators to meet with brands.。

TikTok will focus on offering exclusive privileges at its offline events, aiming to give creators more opportunities to generate revenue by connecting with various brands.。

For example, by working with theaters, content creators will have the opportunity to see some films in advance。In turn, they can promote movies and connect with related brands, thereby increasing profitability, and brands have the opportunity to reach more creators。On social responsibility, TikTok works closely with the public sector。For example, TikTok signed a memorandum of understanding with the Bangkok Metropolitan Government (BMA) to support at least 100 stores in Bobae Market (Bangkok Fashion Base) to sell products on TikTok Shop.。

TikTok, in partnership with the BMA, launched a digital literacy program in 109 schools..50,000 students to support education。

Pisut said: "The age span of TikTok users in Thailand is very large and not limited to young people.。During long holidays and special events such as Bangkok Fashion Week, people spend more time on the platform。"

User-led "shopping and entertainment" experience

Kornnikar Niwatsaiwong, head of TikTok Shop Thailand, said that every moment on TikTok spontaneously creates real and interesting content, which forms the next online shopping trend, namely "shopping entertainment."。

The TikTok "shopping and entertainment" experience combines fun and entertaining content to drive business results and connect brands, sellers and creators with the TikTok community, she said.。

Kornnikar believes the platform opens up opportunities for businesses of all sizes。Each user can comment on related products, earn revenue through the alliance marketing model, and help sellers and brands increase sales, killing two birds with one stone。

"TikTok Shop wants to recommend reliable sellers to users," Kornnikar said. "Providing proven quality products can give buyers more peace of mind when shopping on the platform."。

In addition, the platform also launched a series of such as "double eleven," "double Dan" and other promotional activities, the discount is attractive, attracting a large number of consumers。

Kornnikar said: "Thailand is one of TikTok Shop's largest markets in Southeast Asia, and TikTok Shop is unique in its user-led experience model.。"

TikTok's Key to Success

Generally speaking, people choose TikTok mainly for original content such as entertainment information, shopping on the platform is mostly impulse, while other platforms are designed to focus on promoting consumption, which is very different from TikTok's original design intention.。

According to research by the Boston Consulting Group, by 2025, shopping and entertainment trends will bring $1 trillion in business opportunities to the entire Asia-Pacific region, of which Thailand may make a profit of $2.4 billion.。

Kornnikar said that TikTok, while eliminating free shipping services, provides buyers with substantial free coupons and discounts, and also conducts rigorous screening and review of items on the platform, which benefits consumers and increases trust in sellers.。

It is obvious that the key to a seller's success lies in product quality, competitive prices and authentic content.。Popular categories are roughly FMCG, beauty and personal care products, and food, while electronics and pet products are emerging as new categories。

It is understood that the company's revenue mainly comes from the seller's commission, a small amount from the product owner's advertising.。TikTok Shop wants local communities to sell products on the platform, promoting collaboration with the community development sector by providing ad-supported credit to sellers.。

It is worth looking forward to the fact that the competition between the three major e-commerce companies (TikTok, Shopee, Lazada) will promote the healthy development of the industry, which is good for consumers.。