Imagine your products reaching millions of potential consumers across Southeast Asia through short videos—this is no longer a distant dream. The rapid growth of TikTok Shop in the region presents unprecedented opportunities for cross-border e-commerce sellers. However, navigating six promising markets—Malaysia, the Philippines, Thailand, Vietnam, Singapore, and Indonesia—along with two distinct store models (local and cross-border) can be daunting. This guide provides clarity on establishing your TikTok Shop presence in Southeast Asia.
Southeast Asian TikTok Shop: Six Markets, Two Store Types
TikTok Shop currently operates in six Southeast Asian countries: Malaysia, the Philippines, Thailand, Vietnam, Singapore, and Indonesia. Sellers can choose between two primary store types:
- Local stores: Require local personal identification or business licenses
- Cross-border stores: Allow international sellers to operate across borders
Notably, Indonesia currently only permits local stores, while the other five markets support both models.
Local Stores vs. Cross-Border Stores: Key Differences
- Deposit requirements: Cross-border stores require security deposits, while local stores eliminate this initial cost barrier
- Documentation: Local stores demand local identification or business registration—a significant hurdle that also reduces competition
- Platform advantages: Local stores typically receive better traffic exposure, algorithmic weighting, and payment processing, likely due to platform support for domestic businesses
How to Open a TikTok Shop in Southeast Asia
1. Cross-Border Store Setup Process
For existing UK store owners: Those with established UK TikTok Shops can directly access Southeast Asian markets through the global marketplace interface. Note that opening cross-border stores in Southeast Asia generally requires invitation codes, obtainable through official TikTok merchant managers.
For new sellers: Without an existing UK store, obtain an invitation code by submitting a request through TikTok Shop's Merchant University portal (while logged out). Select "Entry Consultation" as the issue type and detail your market entry plans. Approved applicants will receive invitation codes.
2. Local Store Setup Process
The primary challenge for local stores involves securing local identification or business registration documents. For sellers who can overcome this hurdle, local stores offer significant competitive advantages.
Essential Preparations for TikTok Shop
- Business documentation: Basic company registration materials
- TikTok accounts: Dedicated accounts for each target country enable better localized operations
- Video production capabilities: While influencer collaborations are possible, developing in-house content creation skills builds crucial private traffic channels
- Live streaming skills (optional): English works for Malaysia and the Philippines, while Thailand and Vietnam require local language proficiency
Operational Recommendations
- Content excellence: High-quality, engaging short videos form the foundation of user attraction
- Market localization: Tailor marketing approaches to each country's consumer characteristics
- Influencer partnerships: Collaborate with local creators to amplify brand visibility
- Data-driven optimization: Regularly analyze store metrics to refine operational strategies
While abundant TikTok Shop information exists online, true growth comes from practical experience. This guide provides foundational knowledge—success ultimately depends on hands-on implementation and continuous optimization in Southeast Asia's dynamic e-commerce landscape.