TikTok出海电商发展分析：欧美遇冷与东南亚崛起
2023年，TikTok成为全球下载量最高的移动应用程序，在App Store和Google Play商店的下载量总和达10亿次。从1月到10月，用户日均使用时长从1小时增至1.5小时。
In 2023, TikTok became the most downloaded mobile application globally, with a total of 1 billion downloads across the App Store and Google Play. From January to October, average daily user engagement increased from 1 hour to 1.5 hours.
一、欧美市场：直播带货遇冷
1. Western Markets: Challenges in Live Streaming E-commerce
2021年前后，TikTok开始在英国站点尝试直播带货，商家一次直播平均收入不到5000英镑。不少TikTok英国站点的员工曾抱怨，由于多数欧美本地品牌不愿意接受大幅打折的营销方式，被迫与品牌争取直播卖货的合作。
Around 2021, TikTok began testing live streaming e-commerce in the UK, with merchants averaging less than £5,000 per session. Many UK-based TikTok employees complained that most Western brands were unwilling to participate in heavy discount promotions, forcing them to push for collaborations that strained client relationships.
二、东南亚市场：快速增长
2. Southeast Asia: Rapid Growth
在越南经营直播MCN机构的黎叔介绍，以TikTok电商为代表的内容电商，近几年在东南亚的普及率、转化率等数据呈倍数式增长。2023年上半年，TikTok Shop在越南市场营收约合人民币48亿元，跃居市场份额排名第二。
According to Mr. Li, who operates a live streaming MCN in Vietnam, content e-commerce represented by TikTok Shop has seen exponential growth in adoption and conversion rates across Southeast Asia. In the first half of 2023, TikTok Shop's revenue in Vietnam reached approximately 4.8 billion RMB, securing the second-largest market share.
三、货架电商与全托管模式
3. Marketplace E-commerce and Fully Hosted Model
TikTok Shop数据显示，双旦大促期间（2023年12月13日～25日），美国市场全托管业务的支付GMV增长111%，订单量增长117%。但全托管只是电商业务的一种补充，TikTok本质上仍是以短视频和直播为主的娱乐内容平台。
TikTok Shop data shows that during the 2023 holiday promotion (December 13-25), the fully hosted model in the US market saw a 111% increase in GMV and 117% order growth. However, the fully hosted model remains supplementary, as TikTok is fundamentally an entertainment platform centered on short videos and live streaming.
