The same brand strategy won't work across Shopee, Lazada and TikTok Shop.

Signal: Cube's Astro data for Thailand skincare (Q4 2025) shows TikTok Shop generated approximately THB 4.7 billion — surpassing Shopee at THB 3.9 billion and more than four times Lazada at THB 1.1 billion. Mall vs. Non-Mall splits differ dramatically: Lazada 85% Mall, Shopee 67% Mall, TikTok Shop only 52% Mall.

What's Changing: Each platform has a distinct competitive landscape. On TikTok Shop, nearly half of all skincare sales happen outside official brand stores — through creator content, affiliate commerce and live selling.

AIHubSEA Operator Lens: Operator selection must be category- and platform-specific. The operator who excels at Lazada Mall management requires fundamentally different capabilities from the operator who drives TikTok Shop Non-Mall volume through creator content and live commerce.

Source: Cube Astro Platform, Thailand Skincare Category, Q4 2025