E-commerce is evolving fast, and if there’s one platform that’s been shaking up the industry, it’s TikTok Shop. Just a year after launching in the United States, it has already raked in a staggering US$9 billion in Gross Merchandise Value (GMV). But beyond the numbers, this signals a massive shift in how consumers discover and buy products, that is, through entertainment-driven commerce.

Here in Southeast Asia, TikTok Shop has already made waves, especially in Indonesia, Thailand, and Malaysia. But what does the latest data tell us about its growth trajectory? How should businesses adapt? What are the opportunities and pitfalls? And, most importantly, what actionable steps should brands take to stay ahead?

To help us unpack these insights, we speak with Jianggan Li, Founder and CEO of Momentum Works, on Momentum Works, and analytics and e-commerce operation platform Tabcut’s latest report, “TikTok Shop in the US 2024”.

We discuss:

- The rise of TikTok Shop in the US and its global implications

- What Southeast Asian businesses can learn and apply

- The future of live commerce and influencer-driven sales

- Actionable strategies for brands to thrive in this new era of e-commerce