TikTok Shop boosts fashion e-commerce with trust and scale

Seller programs are fueling growth in fashion and beauty.

TikTok Shop live-stream sales surged 90 percent year-on-year, with local brands climbing 58 percent as fashion and beauty categories lead growth. For Leon Koh, Fashion and Seller Management Lead, TikTok Shop, the platform’s unique approach to combining content and commerce is redefining e-commerce fashion in the region.

“Basically, we offer a unique closed loop ecosystem that combines content and commerce, and this allows brands to reach new audiences through discovery shopping,” Koh said. “TikTok Shop offers a unique proposition of three Cs, content marketing, connecting with the users as well as the creators, and, most importantly, conversion.”

Koh highlighted how TikTok’s content-driven ecosystem translates into measurable consumer action. “Many of our users actively share fashion content on the platform. In fact, they are one to 1.2 times more likely to share this as compared to any other forms of content. Survey results have also indicated that one in three users bought a fashion item on TikTok after seeing it, reflecting growing trust and appetite for in-app shopping,” he said.

Authenticity is central to sustaining that trust. Koh noted that governance policies, verified TikTok Mall stores, and strict enforcement against counterfeit goods help protect users. “Overall, we continuously take measures to ensure we remain a trusted destination for online shoppers.”

For small sellers, Koh acknowledged challenges in content, connection, and conversion. “Small businesses are more drawn to TikTok Shop because they can reach audiences in a more personal way, and they are able to build communities,” he said. Video shopping and live streams create two-way engagement, while features like the in-app shop tech page help showcase products.

To support growth, TikTok has rolled out seller-focused initiatives. “We offer a free range of materials and initiatives online for sellers, such as the TikTok Shop Academy and the TikTok Shop Live Host Academy,” Koh said. “This program allows aspiring creators to become live sellers… to be trained and be matched with brands in order to drive visibility as well as sales.”

Koh added, “Ultimately, here in TikTok Shop, we want to empower smaller sellers to compete on the same stage with bigger brands, turning marketing and user engagement into business growth.”