According to TikTok, local micro, small and medium enterprises (MSMEs) recorded 140% year-on-year sales growth on TikTok Shop. Operating under the platform’s #JomLokal initiative, these domestic merchants outpaced general platform growth by more than 3.5 times.
Rural and small-town brands are capitalising on “Discovery Commerce”
TikTok claims that around 58% of TikTok users in Malaysia prefers purchasing from local businesses rather than turning to imported alternatives.
The algorithm-driven discovery commerce feature has helped users encounter products through videos and livestreams rather than search. In turn, this helps local sellers reach shoppers well beyond their own communities.
