TikTok Shop’s #JomLokal MSMEs Record 140% Sales Growth During 9.9 Campaign

TikTok Shop Malaysia has reported strong growth among local micro, small and medium enterprises (MSMEs), with sellers participating in its #JomLokal initiative achieving 140% year-on-year sales growth during the 9.9 campaign. This was more than 3.5 times the platform’s average growth.

Announced on 28 October 2026, the results reflect growing consumer interest in homegrown businesses, with around 58% of TikTok users in Malaysia saying they prefer shopping from local sellers.

Through discovery commerce, which allows shoppers to discover products through videos and LIVE sessions, local businesses can reach customers nationwide, including those beyond their hometowns.

LIVE Shopping and Creators Drive Sales

LIVE streaming has become an important sales channel for local businesses, allowing sellers to demonstrate products, answer questions and interact with customers in real time. Nearly six in 10 TikTok Shop users in Malaysia identify LIVE as their preferred shopping method.

Creators are also contributing to business growth, with creator-driven sales on TikTok Shop nearly doubling year on year.

One example is Qaysaa, a hijab brand founded by Siti Sya’erah in Mentakab, Pahang, in 2022. Creator partnerships now account for nearly 90% of its TikTok Shop sales, helping the business expand beyond its hometown and establish its own boutique.

Training Helps Local Businesses Expand

TikTok Shop said it trained 154,000 sellers and creators across Malaysia in 2026 through incubation and education programmes conducted with partners, including KPDN, KUSKOP, NADI, Yayasan Pembangunan Usahawan Terengganu and TEKUN Nasional.

Among the participants is Adhwa Baby Food, a baby food business founded by Emaliana Ramli in Besut, Terengganu. Through a three-month incubation programme with Yayasan Pembangunan Usahawan Terengganu, the business more than doubled its LIVE streaming hours and short-video output.

During the same period, Adhwa Baby Food’s TikTok Shop sales doubled to more than RM115,000, while orders increased from approximately 6,200 to over 13,000.

RM250 Million Support for Local Sellers

In 2026, TikTok Shop committed up to RM250 million to support 400,000 local sellers and creators through shipping rebates, vouchers and greater visibility. More than 200,000 new local sellers have joined the platform this year.

During the 9.9 campaign, vouchers, shipping rebates and promotional support helped shoppers save close to 40% per order on average.

The platform also worked with KPDN on the Ihsan Rahmah initiative, which generated approximately 28,000 orders for everyday essentials such as rice, flour, noodles and canned food during 9.9. The campaign helped households save nearly RM450,000 while connecting local sellers with budget-conscious shoppers.

Preparing for 11.11 and 12.12

With the year-end 11.11 and 12.12 shopping campaigns approaching, TikTok Shop aims to help local businesses build on their sales momentum through LIVE shopping, creator partnerships and promotional support.

Aspiring entrepreneurs and homegrown brands can register through the TikTok Shop Seller Center and access step-by-step learning resources through TikTok Shop Academy.

The latest results highlight how online commerce, content creation and seller education are helping Malaysian MSMEs reach wider audiences and develop their businesses beyond their local communities.