Live Commerce Examined: TikTok Takes Over in Southeast Asia
Forget traditional shopping experiences for Gen Z. They're ditching Google Maps and Search for lifestyle apps like TikTok and Instagram to discover new places to eat, and increasingly, to buy things. Live commerce, where brands showcase and sell products through in-app videos, is exploding in popularity, particularly in Southeast Asia. TikTok is leading the charge, with its live commerce features generating billions in revenue.
This trend is driven by a fundamental shift in consumer behavior. Unlike previous generations, Gen Z craves entertainment and authenticity. Live commerce provides both, with engaging personalities hawking products in a fun and interactive way. The ease of purchase, directly within the app, removes friction from the traditional shopping journey.
While the US ponders a potential ban on TikTok, Southeast Asia is embracing this new shopping phenomenon. TikTok's dominance in the region and its strategic merger with Tokopedia, the region's e-commerce leader, position it to be a major force in live commerce for years to come.