TikTok Cross-Border E-Commerce Guide: Southeast Asia Market Research & Hot Product Analysis

Sales in the Southeast Asian market are surging! According to reports, TikTok Shop’s Southeast Asia region generated 1.7 billion USD in sales within a single month, with Thailand and Indonesia performing particularly well and becoming the main growth drivers. For merchants who want to enter the TikTok Southeast Asia market, this is undoubtedly exciting news. However, before officially operating a TikTok Shop, most sellers must meet the requirement of at least 1,000 followers to open a shop. Therefore, some merchants choose to buy TikTok followers so they can reach this threshold more quickly and activate the Yellow Cart feature as early as possible. This approach can effectively improve the efficiency of opening a shop and help merchants enter the sales stage faster!

Southeast Asia TikTok Shop: Analysis of the Top 10 Best-Selling Categories

TikTok Shop is growing rapidly in Southeast Asia, especially in countries such as Indonesia, Thailand, the Philippines and Vietnam, where the e-commerce market is expanding at high speed. Below are the ten product categories that currently rank at the top in sales, along with an in-depth analysis of their market performance and potential business opportunities.

1. Beauty and Personal Care

Market performance:

• The beauty and personal care category ranks first across multiple Southeast Asian TikTok Shop country sites, with sales particularly strong in Indonesia and Thailand.

• This category covers many sub-segments such as makeup, skincare, personal care, perfume and hair care. Popular products include foundation, lipstick, sunscreen, facial masks and serums.

• Many consumers are influenced by TikTok creators’ recommendations and are easily driven to purchase through live streams or short videos.

  
  

Business opportunity analysis:

• Both local brands and international brands have room to grow. Global giants such as L’Oréal and Maybelline, as well as regional brands from Southeast Asia like SOMEBYMI and Wardah, are all expanding quickly.

• KOL (influencer) marketing works extremely well. Beauty and personal care products generally have high conversion rates in live commerce and short-video sales, making them ideal for TikTok promotion.

2. Women’s Clothing and Underwear

Market performance:

• Demand for women’s fashion is very strong. In Indonesia, Malaysia and the Philippines, young female consumers have a huge appetite for trendy apparel.

• Fast-fashion styles sell best, such as Korean looks, casual wear and athleisure.

• The lingerie market is also growing noticeably. Comfortable pieces like wire-free bras and sports bras are especially popular in Southeast Asia.

  
  

Business opportunity analysis:

• Women’s clothing and lingerie are highly dependent on influencer marketing. Brands need to work with TikTok creators to increase the “seeding” effect and drive desire.

• Local manufacturing advantages are obvious. Women’s clothing produced in Southeast Asia is relatively low-cost, so using OEM/ODM factories is a quick way to enter the market.

• Price sensitivity is high. Young consumers prefer affordable yet stylish pieces, so merchants must pay close attention to pricing strategy.

  
  

3. Mobile Phones and Digital Products

Market performance:

• Mobile phones, earphones, smartwatches and power banks have long been hot sellers in the Southeast Asian market.

• Sales of electronic products on TikTok Shop have surged, especially for accessories for Apple and Samsung devices, such as charging cables, phone cases and wireless earphones.

• **Gaming devices (gaming headsets, controllers)** are very popular among young consumers, particularly in the Philippine market.

  
  

Business opportunity analysis:

• High-value domestic brands from China — such as Xiaomi, realme and Anker — are steadily gaining market share in Southeast Asia, giving local merchants good entry points.

• Consumers love short review videos and live product demos. Merchants can collaborate with TikTok creators to run product reviews and increase purchase conversions.

• Smart wearables such as smartwatches and fitness bands are still in a growth phase, making them suitable for mid-to-high-end product positioning.

4. Food and Beverages

Market performance:

• Snacks, health foods and coffee drinks perform very well on TikTok Shop.

• Imported snacks and instant coffee are extremely popular with young consumers. In markets like Thailand and Vietnam, Japanese and Korean foods are especially well-received.

• Health supplements such as collagen and vitamins have also become key growth items, especially among female buyers.

  
  

Business opportunity analysis:

• Small-pack snacks and healthy treats have huge potential. Merchants can use short TikTok videos to show taste, ingredients and ways to eat, thereby boosting conversions.

• Food live-stream selling is growing rapidly in Southeast Asia. Tasting on camera and offering coupons or flash deals are effective ways to attract orders.

• Cross-border food must comply with local regulations. Some categories require import licenses, so merchants need to pay attention to compliance when selecting products.

5. Muslim Fashion

Market performance:

• Indonesia and Malaysia are among the countries with the largest Muslim populations in the world, and demand for Muslim fashion is extremely strong.

• Hijabs, long dresses and loose robes are seeing rapid sales growth, especially around major holidays such as Ramadan and Eid.

  
  

Business opportunity analysis:

• This category is suitable for brand-driven operations. Building fashion labels that reflect Islamic culture makes it easier to gain user loyalty.

• Seasonal sales patterns are pronounced. Sales spike during Ramadan and Eid, so merchants can prepare inventory and marketing in advance.

6. Men’s Clothing and Underwear

Market performance:

• Men’s casual wear, sportswear and streetwear perform well on TikTok Shop.

• Items such as athletic shorts, oversized T-shirts and jeans are especially popular, with rapid growth in markets like Malaysia and Vietnam.

  
  

Business opportunity analysis:

• Male consumers pay more attention to brand and value for money. Building a strong brand image and offering high-quality products helps boost repeat purchases.

• This category is suitable for ads and short-video marketing. Collaborating with TikTok creators for outfit recommendations and reviews can significantly increase exposure.

7. Home and Daily Necessities

Market performance:

• Small furniture, storage solutions and kitchenware are popular in Southeast Asia.

• LED string lights and decorative items are especially well-received in markets such as the Philippines and Thailand.

  
  

Business opportunity analysis:

• Price sensitivity is high, so low-price, high-volume strategies work well.

• Combining TikTok live streams with short videos and showing real-life usage scenarios can significantly stimulate purchase desire.

8. Jewelry and Accessories

Market performance:

• Fashion accessories such as bracelets, necklaces and earrings sell well in Southeast Asia, with particularly strong performance in Thailand.

• Crystal and pearl jewelry is also loved by young consumers.

  
  

Business opportunity analysis:

• This category is well-suited to influencer-driven promotion. Using TikTok creators to showcase styling combinations can significantly boost conversion rates.

9. Sports and Outdoor

Market performance:

• Sports shoes, yoga wear and fitness equipment sell well in Southeast Asia. In particular, consumers in Thailand and Malaysia show strong demand for sports gear.

  
  

Business opportunity analysis:

• Healthy lifestyles are trending. Merchants can position products around the concept of “fitness + fashion” to better meet the needs of young consumers.

10. Footwear

Market performance:

• Sneakers, casual shoes and sandals all enjoy strong demand in Southeast Asia.

• Affordable footwear styles are more popular, and look-alike models inspired by brands such as Adidas and Nike also sell very well.

  
  

Business opportunity analysis:

• Live-stream selling works very well in the footwear market. Merchants can use TikTok live streams to introduce materials, comfort and fit, thereby boosting sales conversions.

  
  

  The TikTok Shop market in Southeast Asia is growing rapidly, with categories such as beauty and personal care, apparel, digital products and food performing especially well. Merchants can use TikTok short videos, live streams and influencer marketing to seize the current window of opportunity and grow faster. In the early stage, buying TikTok followers is an effective way to increase account authority and speed up activation of the Yellow Cart, helping sellers enter the market sooner and start generating sales.