TikTok Shop's global business is booming, doubling its GMV to over $26 billion in the first half of 2025. But beneath this explosive growth, the ecosystem is in constant flux, with Indonesia overtaking the US as the largest market and a rapid turnover of top influencers and products.

WeiHan Chen, Insights Lead at Momentum Works, joins us to dissect the findings from their latest report on this dynamic platform. She discusses the different growth drivers in Malaysia versus other key markets, the real challenges sellers face in a content-driven environment, and the maturity gap in live commerce between Southeast Asia and the West.

We discuss:

• The key drivers behind TikTok Shop's $26B global growth.

• Why Indonesia has re-emerged as the platform's largest market.

• The challenges for sellers (and why over half of US stores had zero sales).

• The maturity gap in live commerce between Southeast Asia and the US.

• Why brands need a clear, diversified channel strategy to succeed.

  For brands, sellers, and marketers navigating the future of social commerce, this is an essential deep dive into the strategies and volatility of the TikTok Shop ecosystem.

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