TikTok Is Testing Local Lifestyle Services in Indonesia and Thailand
TikTok is testing its local lifestyle business overseas, with the first stop being Southeast Asia. Currently, the business has launched in Indonesia and Thailand. A person involved in TikTok’s e-commerce services in Indonesia revealed that the local lifestyle business is still in the internal testing phase, and only a limited number of users can see related group purchase packages in their feeds, primarily focused on dining merchants. In order to seize new business opportunities, he has begun to expand the local lifestyle business and is currently connecting with influencers and building a team.
According to reports, TikTok’s local life service business is currently still in the internal testing phase, with only a portion of users able to see relevant group purchase packages in their information feed, mainly focused on dining businesses.
Currently, there is a large amount of content related to local life service business in TikTok’s job recruitment information, with job locations spread across Singapore, Jakarta, and Bangkok. The positions involved include ecosystem management, strategic analysis, product management, and business development sales.
According to sources, TikTok’s planning to enter the overseas local life services business had been in the works for quite some time, but the local supply chain has been difficult to establish, so they have been focusing on building infrastructure.”
The characteristic of local life service businesses is their high dependence on accurate geographical location information. Compared to pure content or e-commerce, they are more closely connected to the local entity business system. According to statistics, TikTok’s global e-commerce gross merchandise volume (GMV) reached $13.6 billion in 2023, with the Southeast Asian market dominating, contributing over 90%.
Given TikTok’s strong brand influence in the local market and the similarities in consumer patterns and service demand in the region, Southeast Asia has naturally become an ideal testing ground for TikTok to pilot and promote its local life services business. This strategic choice takes full advantage of TikTok’s market strengths in Southeast Asia and is expected to promote rapid growth and expansion of its market share in the local services sector.
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