The Malaysian e-commerce scene is evolving, with TikTok Shop vs Shopee vs Lazada leading the charge. While Shopee and Lazada have long been dominant, TikTok Shop is changing the game with its video-first, entertainment-driven approach.
TikTok Shop stands out by combining content with shopping, appealing to younger audiences through viral videos and live selling. Shopee offers great deals for price-sensitive buyers, while Lazada focuses on curated, brand-oriented experiences.
Which platform suits your business best? Let’s break down their features and help you decide.
How Local Brands on TikTok Shop Are Winning in Malaysia’s E-Commerce Scene
Local Malaysian brands are capitalising on TikTok Shop’s unique blend of entertainment and shopping to connect with customers like never before.
By combining creative content with TikTok’s algorithm, brands can go viral and see rapid growth, even with limited budgets. Effective TikTok marketing can help you tap into this potential, connecting with a wider audience and boosting your brand’s visibility.
Here’s how they’re doing it:
- Engaging Content: Brands are using short, attention-grabbing videos that tap into TikTok trends. These videos tell stories, offer lifestyle tips, and create an emotional connection with viewers.
- Live Selling: TikTok Shop’s live shopping feature lets brands interact directly with their audience, answer questions in real time, and drive immediate sales.
- Influencer Partnerships: Collaborating with influencers such as macro-influencers and micro-influencers, helps brands reach a wider audience and build trust faster.
By getting creative and staying authentic, local brands are finding success on TikTok Shop, showing that with the right approach, any business can thrive.
1. BeauBoss Perfume
BeauBoss needed to stand out in a crowded local perfume market while appealing to younger audiences who value style and affordability.
Solution
They utilised visually striking scent storytelling by combining vibrant thumbnails with notes like lavender, vanilla, and bergamot to make each perfume feel unique. On TikTok, the brand posted bite-sized videos, fragrance match quizzes, and personality-based scent content to engage viewers and direct them to their Shop tab. Their marketing leaned into TikTok trends while keeping the visuals polished and consistent.
Result
BeauBoss became a recognisable brand on TikTok Shop, gaining strong traction through aesthetic-driven content and consistently engaging with fragrance lovers on the platform.
2. Mimpikita
This established modest fashion brand needed to reconnect with younger digital-savvy shoppers and stand out in a sea of online boutiques.
Solution
Mimpikita consistently posted daily styling content, behind-the-scenes fashion shoots, and “Get Ready With Me” videos featuring their collections. They also hosted TikTok Shop live streams during product drops to drive real-time engagement and sales.
Result
The brand experienced a surge in visibility and a boost in online sales, especially during viral content spikes and live shopping events.
3. Tati Skincare
As a relatively new skincare brand, Tati faced skepticism from consumers and needed a cost-effective way to build credibility.
Solution
Tati produced content focused on skincare education, customer reviews, and dramatic before-and-after transformations. These were backed by live Q&A sessions and collaborations with micro-influencers who walked audiences through their skincare journeys using Tati products — all linked via TikTok Shop.
Result
Sales increased steadily, customer trust improved, and the brand earned a loyal community of skincare lovers.
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4. Elgini Malaysia
Elgini aimed to stand out in the competitive athleisure segment and position itself as a go-to brand for modest, affordable everyday wear.
Solution
They leaned into relatable, everyday content showing how their leggings and pants fit into daily routines — from WFH to office to light workouts. Videos such as “affordable outfit ideas” and “OOTD under RM30” helped them attract budget-conscious TikTok shoppers. They also used TikTok’s Flash Sale banners and smart hashtags to tap into trend cycles and boost visibility during key shopping hours.
Result
Elgini successfully built a loyal TikTok following and became a go-to name for practical, stylish, and wallet-friendly fashion among Malaysian women.
5. Bayu Somerset
Bayu Somerset needed to increase awareness of its premium modest fashion offerings in a platform environment more inclined toward fast trends and lower price points.
Solution
The brand created visually rich, cultural storytelling content — featuring vibrant backdrops, festive styling videos, and collection launches in collaboration with influencers. Their TikTok approach focused on celebrating heritage and elegance while aligning with festive periods like Hari Raya to maximise engagement and visibility.
Result
Bayu Somerset carved out a niche on TikTok Shop, attracting a style-conscious audience looking for modern modest fashion with a designer edge — reinforcing their premium brand identity in a social commerce space.
Want to learn how to make your TikTok videos go viral? Discover proven TikTok marketing strategies that drive real results!
Take Action Now: Start Winning at TikTok Shop Today!
Choosing the right e-commerce platform is crucial for your business’s success, whether it’s TikTok Shop, Shopee, or Lazada. No matter which platform you choose, ensuring your store is visible to customers is key. An SEO agency can help optimise your product listings and improve your ranking on these platforms, driving more traffic and sales.
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