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日最新消息 - TikTok Shop正式宣布将在泰国、菲律宾等东南亚国家全面上线商城功能。此前该功能已在印尼市场率先推出。
Latest Update on Feb 20 - TikTok Shop has officially announced the full launch of its mall feature in Southeast Asian countries including Thailand and the Philippines, following its initial rollout in Indonesia.
重要突破：与印尼市场仅限本土卖家不同，此次全面上线后跨境卖家也将获得入驻资格。这标志着TikTok Shop正式从直播电商向货架电商场景拓展。
Key Breakthrough: Unlike the Indonesia market which only allowed local sellers, cross-border sellers will now be eligible to join, marking TikTok Shop's official expansion from live commerce to shelf e-commerce.
东南亚市场战略地位：
• TikTok Shop最大区域市场
• 2022年电商业务核心拓展区
• 2022年GMV增长超3倍达44亿美元
Southeast Asia Market Strategy:
• TikTok Shop's largest regional market
• Core e-commerce expansion area in 2022
• 2022 GMV grew over 3 times to $4.4 billion
功能演进时间线：
• 2021年2月：印尼首发
• 2022年：陆续进入泰、越、菲、马、新
• 2022年10月：印尼测试商城功能
• 2023年2月：泰国、菲律宾正式上线
Feature Evolution Timeline:
• Feb 2021: Launched in Indonesia
• 2022: Expanded to Thailand, Vietnam, Philippines, Malaysia, Singapore
• Oct 2022: Mall feature tested in Indonesia
• Feb 2023: Officially launched in Thailand and Philippines
全球电商战略布局：TikTok电商2022年GMV目标20亿美元，2023年目标飙升至230亿美元。货架电商市场规模显著大于直播电商，全面上线商城功能彰显其加速GMV增长的雄心。
Global E-commerce Strategy: TikTok E-commerce's GMV target was $2 billion in 2022, soaring to $23 billion in 2023. With shelf e-commerce market size significantly larger than live commerce, the full launch of mall feature demonstrates its ambition to accelerate GMV growth.
