TikTok reported that in the first half of this year, TikTok Shop Malaysia saw a 220% YoY increase in sales, with sellers and affiliate creators growing by 180% YoY. This reflects a shift in online consumer behavior in Malaysia, where consumers are increasingly discovering brands and products through content. TikTok Shop Malaysia stated that the platform provides more opportunities for local entrepreneurs to build lasting homegrown brands and shortens the time from browsing to purchase through its comprehensive “shoppertainment” ecosystem and holistic solutions.