TikTok东南亚全面上线商城功能 加速布局货架电商市场
2月20日，TikTok Shop宣布将在泰国、菲律宾等东南亚地区正式全面上线商城功能。此前这一功能已经在印尼上线。
On February 20, TikTok Shop announced the official launch of its full marketplace feature in Southeast Asian countries including Thailand and the Philippines. This feature was previously available in Indonesia.
值得注意的是，此次商城功能全面上线后，跨境卖家也将有资格入驻。这意味着，除了直播电商，TikTok Shop将正式发力货架电商场景。
It's worth noting that cross-border sellers will also be eligible to join after the full launch of the marketplace feature. This means that in addition to live-streaming e-commerce, TikTok Shop will officially focus on shelf e-commerce scenarios.
公开数据显示，东南亚地区是TikTok Shop目前最大的地区市场，也是其2022年电商拓展的核心地区。据The Information报道，TikTok2022年在东南亚的电商GMV增长逾三倍，达到44亿美元。
Public data shows that Southeast Asia is currently TikTok Shop's largest regional market and the core area for its 2022 e-commerce expansion. According to The Information, TikTok's e-commerce GMV in Southeast Asia grew more than threefold in 2022, reaching $4.4 billion.
东南亚同样也是TikTok Shop最早测试上线商城功能的地区。2022年10月，TikTok Shop商城功能在印尼测试上线，2023年2月起，该功能又先在泰国、菲律宾正式上线。
Southeast Asia was also the first region where TikTok Shop tested the marketplace feature. In October 2022, TikTok Shop's marketplace feature was tested in Indonesia, and starting from February 2023, the feature was officially launched in Thailand and the Philippines.
目前，商城已经在TikTok首屏拥有入口，其商城也已经有秒杀、新人专区等板块。据彭博社报道，2023年TikTok电商业务的年度GMV目标要达到230亿美元。
Currently, the marketplace already has an entry point on TikTok's home screen, featuring sections like flash sales and new user zones. According to Bloomberg, TikTok's e-commerce business aims to achieve an annual GMV target of $23 billion in 2023.
对于追求高速发展的TikTok电商而言，全面上线商城，或也意味着其在电商GMV增速上有更大的野心。货架电商的市场规模明显高于直播电商，这将成为TikTok电商业务新的增长点。
For TikTok's rapidly developing e-commerce business, the full launch of the marketplace may also indicate greater ambitions for GMV growth. The market size of shelf e-commerce is significantly larger than live-streaming e-commerce, which will become a new growth point for TikTok's e-commerce business.
