TikTok Shop Singapore Seller Base Reaches 80,000 as Video Sales Double

TikTok Shop nearly doubled its short video gross merchandise value in Singapore as its merchant roster expanded over 125 percent year on year to approximately 80,000 sellers.

Live commerce sales on the platform climbed more than 70 percent year on year, supported by a 150 percent surge in live stream viewership, a 60 percent rise in monthly buyers, and a 30 percent increase in overall transaction volumes.

Shifting from Search to Feed Purchases

Speaking at the Retail Asia Summit 2026 in Singapore, Leon Koh, Fashion Lead and Seller Management Lead at TikTok Shop Singapore, said consumers are shifting from search-driven shopping to discovery-led purchases inside content feeds.

Koh outlined how discovery commerce has taken root across retail verticals, bringing content and commerce together so shoppers discover, explore, and purchase products within the same experience.

Sales gains spanned fashion and accessories, beauty and personal care, phones and electronics, everyday supplies, and food and beverage categories. The platform positions video feeds as an additional touchpoint to complement, rather than displace, brands’ established distribution channels.

Live Commerce Gains Ground Across Categories

Live broadcasting has emerged as the main vehicle for larger sales conversions on the app. Real-time product demonstrations let sellers answer questions instantly and verify sizes. Hosts can also offer short-lived pricing incentives during broadcasts.

For merchant support, TikTok Shop introduced the Go Live Academy for businesses without broadcasting experience, alongside the Merchant Self Live programme for retailers running internal studios. The platform advocates a three-pillar framework of exposure, experience, and enablement to turn viewers into regular buyers.

Discovery feeds create fresh operational hurdles for established multi-brand retailers. Marketplaces like Shopee and Lazada rely on catalog depth and search bidding. Feed-driven platforms demand continuous video output, live presenters, and creator partnerships to maintain sales volume.

Merchant Training Targets for 2026 and 2027

This shift requires physical retailers and consumer brands to allocate capital to hosting teams and video production. Brands that treat social commerce as an occasional stunt lose ground quickly to digital native merchants who broadcast daily.

Maintaining buyer momentum requires steady production schedules and rigorous post-broadcast tracking. Inventory management also becomes volatile when creator broadcasts trigger abrupt order spikes that strain warehouse packing and parcel delivery networks.

“Content commerce is an ongoing cycle, not a one-off campaign,”

Koh said.

Singapore E-Commerce Growth Trajectory

Singapore’s broader digital economy provides an expanding baseline for video shopping. The country’s total e-commerce market value grew from $8 billion in 2023 to $9 billion in 2025, according to the e-Conomy SEA 2025: Singapore Country Report. Projections indicate the domestic online market will reach $15 billion by 2030.

Competition across the island is intensifying. International e-commerce platforms are investing heavily in creator tools and local logistics infrastructure to lock in shopper loyalty.

TikTok Shop is tracking seller adoption benchmarks over the next two years. The platform has committed to training more than 3,000 local creators by the end of 2026 and at least 1,000 local sellers through formal merchant programmes by the end of 2027.