TikTok Shop东南亚跨境电商2025年GMV增长情况如何？

2025年TikTok Shop东南亚跨境电商年度GMV较2024年实现翻倍以上增长，日均GMV同比提升90%，双11大促GMV同比增幅达230%，双12短视频带货GMV暴涨257%。

TikTok Shop东南亚跨境电商哪些类目增长最快？

电脑办公设备增速近5倍，美容电器、母婴产品、保健品等类目增速超3倍，家居家纺、宠物用品、穆斯林时尚等特色类目增速均突破3倍，品质类赛道成为主要增长引擎。

TikTok Shop东南亚跨境电商2026年有哪些重点计划？

2026年将上线"亿级领跑团"专项计划，扶持头部商家全球化品牌建设，加速引入国际优质品牌，升级直播运营效率与大促精细化运营，同时优化跨境履约和退换货体验。

TikTok Shop东南亚跨境电商年GMV翻倍 2026将上线“亿级领跑团”专项计划

亿邦动力 2026-01-19 17:03

亿邦动力 2026/01/19 17:03

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总1: 2025年核心业绩亮点

1. TikTok Shop东南亚电商年度GMV较2024年翻倍以上，日均GMV同比提升90%，年末单日交易峰值接近2024年底两倍。

2. 大促活动创纪录，66大促、双11、双12GMV同比增幅依次达123%、230%、270%，其中双12短视频带货GMV暴涨257%。

3. 所有核心类目GMV增速均突破120%，电脑办公设备增速近5倍，美容电器、母婴产品等超3倍。

总2: 平台赋能实操干货

1. 平台深化达人生态和全年协同营销矩阵，为商家提供经营路径支持。

2. 升级跨境履约体系，包括上线边境仓和推出次日达服务。

3. 分层赋能不同阶段商家，投入全链路资源助力增长。

总3: 2026年战略计划

1. 上线“亿级领跑团”专项计划，扶持头部商家全球化品牌建设。

2. 升级直播运营效率与大促精细化运营，提升商家运营效能。

总1: 消费趋势与用户行为观察

1. 东南亚消费者从基础商品需求转向高品质生活追求，愿意为精致体验、健康方式支付溢价。

2. 高增长类目如电脑办公设备、美容电器、母婴产品主打品质和品牌调性，而非低价走量，增速均超3倍。

总2: 品牌营销与渠道建设机会

1. 平台2026年推出“亿级领跑团”专项计划，扶持头部商家全球化品牌建设。

2. 加速引入国际优质品牌和内贸优质商家，提供品牌渠道拓展支持。

总3: 产品研发启示

1. 基于消费者偏好，产品研发可聚焦品质类赛道，如家居家纺、宠物用品等特色类目增速突破3倍。

2. 平台协同营销矩阵可助力品牌结合短视频带货，提升产品曝光。

总1: 增长市场与机会提示

1. 核心类目增长强劲，电脑办公设备增速近5倍，母婴产品、保健品等超3倍，显示高端产品需求上升。

2. 消费需求转向高品质生活，卖家可推出高附加值产品迎合市场。

总2: 平台扶持政策与可学习点

1. 2026年上线“亿级领跑团”专项计划，提供头部商家扶持和全球化机会。

2. 平台分层赋能不同阶段商家，升级直播运营效率与大促精细化运营，助力卖家提升销售。

3. 推进类目放开和优化准入规则，降低进入门槛。

总3: 事件应对与风险提示

1. 跨境履约体系升级（如边境仓、次日达）提升时效，减少物流风险。

2. 平台优化退换货体验，帮助卖家应对售后问题，建设可持续生态。

总1: 产品生产与设计需求

1. 高增长类目如电脑办公设备、美容电器、家居家纺需求旺盛，增速超3倍，消费者偏好品质产品。

2. 消费者从基础商品转向高品质生活追求，工厂应聚焦设计高品质、体验感强的产品。

总2: 商业机会与电商启示

1. 参与平台供应链，如母婴产品、穆斯林时尚等特色类目增长快，提供订单机会。

2. 平台推进数字化和电商，升级跨境履约体系（边境仓、次日达），启示工厂优化物流效率。

3. 2026年“亿级领跑团”计划扶持头部商家，合作可获得全球化渠道支持。

总1: 行业发展趋势与客户痛点

1. TikTok Shop东南亚GMV连续两年攀升，2025年翻倍，日均GMV提升90%，显示行业高速增长。

2. 商家痛点包括跨境履约时效不足、退换货体验差，影响客户满意度。

总2: 新技术与解决方案

1. 平台上线边境仓和推出次日达服务，提升跨境履约效率。

2. 2026年打造下一代跨境履约新模式，推出退换货优化措施，直接解决时效问题。

3. 深化达人生态和协同营销矩阵，提供商家流量解决方案。

总3: 服务商机遇

1. 基于消费趋势转向高品质，服务商可开发匹配的产品支持工具。

2. 平台全链路资源投入，开启合作商机。

总1: 平台最新做法与招商策略

1. 2026年上线“亿级领跑团”专项计划，加速引入国际优质品牌和内贸优质商家，拓展招商范围。

2. 升级直播运营效率与大促精细化运营，优化平台运营管理。

总2: 需求响应与风险管理

1. 商家需要高效履约，平台推出边境仓、次日达服务，并打造下一代跨境履约新模式。

2. 推进类目放开、优化准入与治理规则，提升退换货体验，规避服务质量风险。

3. 深化达人生态和分层赋能，支撑可持续生态建设。

总3: 风向规避启示

1. 基于消费需求转向高品质，平台需加强品牌调性管控。

2. 全年协同营销矩阵可稳定大促增长，减少业绩波动风险。

总1: 产业新动向与商业模式

1. 东南亚电商市场快速增长，消费者需求向高品质生活转移，推动品质类赛道成为增长引擎。

2. TikTok Shop全链路生态赋能，如达人生态、营销矩阵，支撑可持续商业模式。

总2: 新问题与政策启示

1. 跨境履约挑战（如时效）需优化，平台上线边境仓和打造新履约模式，提供政策建议参考。

2. 治理规则优化和准入放开，启示监管需平衡增长与生态保护。

总3: 研究案例与代表

1. 数据案例：2025年GMV翻倍、大促增幅230%以上，显示市场潜力。

2. 代表人物Adam强调高质量增长方向，代表企业平台举措可作商业模型分析。

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我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

1. TikTok Shop's Southeast Asia e-commerce GMV more than doubled in 2025 compared to 2024, with average daily GMV increasing by 90% year-over-year. The peak single-day transaction volume at year-end was nearly double that of the end of 2024.

2. Major shopping festivals set new records: the 6.6, 11.11, and 12.12 sales saw GMV growth of 123%, 230%, and 270% year-over-year, respectively. During the 12.12 sale, GMV from short video-driven sales surged by 257%.

3. All core product categories achieved GMV growth exceeding 120%. Computer and office equipment sales grew nearly fivefold, while beauty appliances and maternal/child products saw growth surpassing threefold.

1. The platform is strengthening its creator ecosystem and year-round collaborative marketing matrix to support merchant operations.

2. It is upgrading its cross-border fulfillment system, including the launch of border warehouses and next-day delivery services.

3. Tailored support is being provided to merchants at different growth stages, with resources allocated across the entire business chain.

1. Launch of the "Billion-Runner Program" in 2026 to support leading merchants in global brand building.

2. Enhancements to live-streaming efficiency and refined management of major sales events to boost merchant operational performance.

1. Southeast Asian consumers are shifting from basic commodity needs to pursuing high-quality lifestyles, showing willingness to pay a premium for refined experiences and healthy living.

2. High-growth categories like computer/office equipment, beauty appliances, and maternal/child products are driven by quality and brand appeal rather than low prices, with growth rates exceeding threefold.

1. The platform's 2026 "Billion-Runner Program" will support leading merchants in global brand development.

2. Accelerated introduction of international premium brands and domestic high-quality merchants, providing channel expansion support.

1. Product R&D should focus on quality-driven segments like home textiles and pet supplies, where growth exceeds threefold, aligning with consumer preferences.

2. The platform's collaborative marketing matrix can help brands leverage short video sales to enhance product visibility.

1. Core categories show strong growth: computer/office equipment sales increased nearly fivefold, while maternal/child products and health supplements grew over threefold, indicating rising demand for premium products.

2. With consumer demand shifting toward high-quality living, sellers can introduce high-value-added products to capture market opportunities.

1. The 2026 "Billion-Runner Program" will provide support for top sellers and global expansion opportunities.

2. The platform offers tiered support for merchants at different stages, enhancing live-streaming efficiency and major sales event management to boost sales.

3. Category expansion and optimized entry rules lower barriers to entry.

1. Upgrades to the cross-border fulfillment system (e.g., border warehouses, next-day delivery) improve delivery speed and reduce logistics risks.

2. Platform improvements in returns and exchanges help sellers manage after-sales issues, fostering a sustainable ecosystem.

1. High-growth categories like computer/office equipment, beauty appliances, and home textiles show robust demand, with growth exceeding threefold, reflecting consumer preference for quality products.

2. As consumers shift from basic goods to high-quality lifestyles, factories should focus on designing products with superior quality and enhanced user experience.

1. Participating in the platform's supply chain for fast-growing niche categories like maternal/child products and Muslim fashion offers order opportunities.

2. The platform's push for digitalization and e-commerce, along with upgrades to cross-border fulfillment (e.g., border warehouses, next-day delivery), highlights the need for factories to optimize logistics efficiency.

3. The 2026 "Billion-Runner Program" supports leading merchants, providing collaboration opportunities for global channel access.

1. TikTok Shop's Southeast Asia GMV has grown consecutively for two years, doubling in 2025 with a 90% increase in average daily GMV, indicating rapid industry expansion.

2. Merchant pain points include slow cross-border fulfillment and poor returns/exchanges experience, impacting customer satisfaction.

1. The platform has launched border warehouses and next-day delivery services to improve cross-border fulfillment efficiency.

2. In 2026, it will introduce a next-generation cross-border fulfillment model and optimized returns/exchanges measures to address timeliness issues directly.

3. Enhancing the creator ecosystem and collaborative marketing matrix provides traffic solutions for merchants.

1. With the trend toward high-quality consumption, service providers can develop supporting tools for product development.

2. The platform's full-chain resource investment opens partnership opportunities.

1. The 2026 "Billion-Runner Program" will accelerate the recruitment of international premium brands and domestic high-quality merchants, expanding the merchant base.

2. Upgrades to live-streaming efficiency and refined major sales event management will optimize platform operations.

1. To meet merchant needs for efficient fulfillment, the platform has launched border warehouses and next-day delivery, with plans for a next-generation cross-border fulfillment model.

2. Category expansion, optimized entry and governance rules, and improved returns/exchanges enhance service quality and mitigate risks.

3. Strengthening the creator ecosystem and tiered merchant support fosters sustainable ecosystem development.

1. With consumer demand shifting to high-quality products, the platform must enhance brand tone management.

2. The year-round collaborative marketing matrix stabilizes sales growth during major events, reducing performance volatility risks.

1. The Southeast Asian e-commerce market is growing rapidly, with consumer demand shifting toward high-quality lifestyles, making quality-driven segments key growth drivers.

2. TikTok Shop's full-chain ecosystem empowerment, including its creator network and marketing matrix, supports a sustainable business model.

1. Cross-border fulfillment challenges (e.g., timeliness) require optimization; the platform's border warehouse initiatives and new fulfillment models offer policy insights.

2. Governance rule refinements and category liberalization highlight the need to balance growth with ecosystem protection in regulatory frameworks.

1. Data case: 2025's GMV doubling and major sales growth exceeding 230% demonstrate market potential.

2. Key figure Adam emphasizes high-quality growth direction, and platform initiatives serve as viable business model case studies.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

在日前举行的“2025 TikTok Shop东南亚跨境电商年度颁奖晚会”上，TikTok Shop东南亚跨境电商总负责人Adam分享了过去一年的核心数据，并明确了2026年平台的核心战略方向。

据Adam介绍，2025年，TikTok Shop东南亚跨境电商实现实现全链路爆发：年度GMV连续两年攀升，2025年规模较2024年翻倍以上；日均GMV同比提升90%，年末单日交易峰值接近2024年底两倍；大促活动更是屡创纪录，66大促、双11、双12三场核心大促GMV同比增幅依次达123%、230%、270%，其中双12短视频带货GMV暴涨257%。

从各类目的增长来看，TikTok Shop东南亚跨境电商所有核心类目GMV增速均突破120%，品质类赛道成增长引擎：电脑办公设备增速近5倍，美容电器、母婴产品、保健品等类目增速超3倍，家居家纺、宠物用品、穆斯林时尚等特色类目增速亦突破3倍。其中，高增长类目均主打品质、体验与品牌调性，而非低价走量，这表明东南亚消费者已从基础商品需求转向高品质生活追求，愿意为精致体验、健康方式与认同品牌支付溢价。

这背后是平台全链路生态赋能的支撑。据悉，2025年，TikTok Shop东南亚跨境电商通过深化达人生态、打造全年协同营销矩阵、分层赋能不同阶段商家、升级跨境履约体系（上线边境仓、推出次日达）、加码全链路资源投入等举措，为商家提供了清晰的经营路径与具体支持。会上，TikTok Shop东南亚跨境电商也对年度优秀商家、生态合作伙伴、达人机构等进行表彰，致谢生态共建成果。

而面向2026年，TikTok Shop东南亚跨境电商明确了“驱动高质量增长”与“建设可持续生态”两大核心方向：将上线“亿级领跑团”专项计划，扶持头部商家全球化品牌建设，加速引入国际优质品牌与内贸优质商家，升级直播运营效率与大促精细化运营；同时推进类目放开、优化准入与治理规则、打造下一代跨境履约新模式、提升跨境时效与退换货体验。

“2026年，我们将与所有商家共同跑出‘出海增长的新速度’。”Adam强调。

文章来源：亿邦动力