TikTok Shop grew 66% across SEA in 2025. The operator model is changing.

Signal: TikTok Shop's SEA GMV grew 66% in 2025, reaching 31% of combined platform GMV. Q4 2025 recorded 82% YoY growth. Globally, Momentum Works estimates TikTok Shop crossed US$50 billion GMV in H1 2026.

What's Changing: TikTok Shop did not decelerate. It grew faster in 2025 than in 2024 across SEA's largest markets. The driver is structural: live-selling infrastructure creates a discovery-to-purchase loop that standard marketplace listings cannot replicate.

AIHubSEA Operator Lens: Brands need dedicated TikTok Shop operators with live commerce capability, creator network access and market-specific execution — not agencies that bolt TikTok onto an existing marketplace playbook.

Source: Cube Tradewinds Q4 2025; Momentum Works, August 2026