TikTok is expanding its local lifestyle business overseas, with Southeast Asia as its first destination. The business has launched in Indonesia and Thailand, focusing on group purchase packages primarily for dining merchants. Currently in the internal testing phase, only a limited number of users can see these packages in their feeds. TikTok is connecting with influencers and building a team to expand its local lifestyle business further.
The platform’s job recruitment information shows a significant focus on local life services, with positions in ecosystem management, strategic analysis, product management, and business development sales in Singapore, Jakarta, and Bangkok. TikTok’s global e-commerce GMV reached $13.6 billion in 2023, with Southeast Asia contributing over 90%.
Despite challenges in establishing the local supply chain, TikTok sees Southeast Asia as an ideal testing ground due to its brand influence and consumer patterns in the region. This strategic move is expected to drive rapid growth and market expansion in the local services sector. TikTok’s plan to enter the overseas local life services business has been in the works for some time, with a strong focus on building infrastructure.
Given its dominance in the Southeast Asian market and the high demand for local services, TikTok’s expansion into the region aligns with its market strengths. As the platform continues to innovate and grow, its local lifestyle business is set to play a key role in capturing new business opportunities and enhancing user experience.
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