Southeast Asian retailers go live to take orders

Social media are no longer just spaces for sharing selfies; they’ve become shopping hubs.

More and more retailers in Southeast Asia are doing livestreams on TikTok and other social media apps to engage with customers and gain instant purchases, a trend that is reshaping the retail landscape in the region and the world.

TikTok and Meta, which owns Facebook and Instagram, are changing how consumers discover, interact with, and buy products — all within the confines of their favourite digital spaces.

Six of 10 TikTok users in Southeast Asia watch livestreams daily that blend entertainment and shopping, giving consumers a more engaging way to learn about products, Ng Chew Wee, head of Business Marketing for the Asia-Pacific at TikTok, told Retail Asia.

“Many of them gain valuable insights from engaging demonstrations and Q&A sessions, reviews, unboxings, and promotions, ultimately encouraging them to [buy] within the app environment,” she said.

The platform’s closed-loop commerce system allows users to watch, discover, and purchase products in one integrated experience, driving a significant increase in brand participation.

“Today’s consumers seek to connect not just with brands but also with other consumers through hyper-personalised networks of brand content,” Ng said. “These communities thrive on interaction and co-creation, with 73% of Asia-Pacific consumers participating in content creation through trends, challenges, comments, and more.”

Korea's Samyang Foods transformed its image from just a food label into a cool brand after partnering with K-Pop group (G)I-dle. Their campaign generated 550 million views and over 50,000 engagements, resulting in a 6.9% increase in brand awareness and a 10.8% rise in purchase intent among repeat buyers of instant ramen, according to TikTok.

Brands that use this approach on TikTok experienced a 5% boost in brand awareness and a 23% rise in engagement, Ng said, citing a 2023 Ipsos report. “Making content shoppable both on and off TikTok, and co-creating with consumers are crucial strategies for building and sustaining these content communities,” she added.

Meta has also made strides with Facebook Live, allowing businesses to showcase products during livestreams whilst viewers can interact, ask questions, and buy their products in real time.

"This seamless shopping experience mimics the immediacy and personal interaction of in-store shopping, but in a digital context,” Benjamin Joe, Meta vice president for Southeast Asia and Emerging Markets, told Retail Asia.

Meta’s focus on live shopping, supported by tools such as Live Boosted Ads, has driven significant results, with fashion brands in Thailand reporting a fivefold increase in purchases.

“Livestream selling has become a powerful driver of consumer engagement and purchases in Southeast Asia,” Ng said. “On TikTok, this presents a significant opportunity for brands to enhance product discovery and boost sales, especially during high-impact periods like mega sales and paydays.”

Intuitive purchases
“Livestreaming has become an essential component of the social commerce landscape in Southeast Asia, where it combines entertainment with real-time shopping, creating a dynamic and engaging experience for consumers,” Joe said.

A third of retail professionals now facilitate direct purchases via social media platforms, according to Euromonitor International.
Joe said social media has played a significant role in retail across Southeast Asia, especially during and after the pandemic. The demographic shift is undeniable, with Gen Z and Millennials increasingly turning to platforms like Facebook and Instagram to search for products. 

In Vietnam almost 50% of consumers use social media to discover new brands, according to a 2023 Meta report.

“Consumers are now gravitating toward intuitive decision-making rather than impulsive purchases, with content like product demonstrations and authentic reviews driving purchases,” Ng said. The number of brands using TikTok Shop doubled in 2023.

Meta, meanwhile, continues to enhance its social commerce capabilities, offering businesses better analytics, improved livestreaming tools, and a broader reach through targeted ads and personalised experiences.

Social media platforms have also gotten better at curating content to match individual consumer preferences, allowing brands to connect with shoppers on a personal level.

"Consumers want more personalised shopping experiences," Joe said, explaining how Meta’s platforms offer tailored ads and content that when clicked brings one to Messenger for instant chat. “In the digital space, where face-to-face interactions are absent, personalisation serves as the bridge that connects consumers with brands on a deeper, more meaningful level.”

Meanwhile, TikTok’s personalised “For You” feed is also creating a tailored shopping journey. Ng said half of users find new products through this page, and 61% have bought items directly on TikTok or shortly after seeing them there.

Brands like La Roche-Posay and Unilever have leveraged this feature, boosting sales through personalised ad campaigns.

“This maximises product discoverability and drives conversions by dynamically showcasing products to new customers whilst re-engaging past visitors, resulting in higher engagement and conversion rates,” she added.