TikTok Shop says its always-on #JomLokal programme has driven over 130% year-on-year uplift in sales of Malaysian homegrown products and MSMEs, supported by multi-million-ringgit funding in platform exposure, vouchers, and marketing resources since 2023.
The company frames the initiative as an ongoing effort to empower Malaysian small businesses rather than a one-off sales push, pointing to sustained investments every year for thousands of local businesses to grow on the platform.
For discoverability, #JomLokal has a dedicated icon pinned at the top of the TikTok Shop homepage in the app, directing users to Malaysian brands. However, in our own testing, it appeared on the homepage for devices like the iPhone and Galaxy Z Fold7, but on other models, like the Honor Magic 7 Pro, Tecno, and Galaxy A73, it was accessible through the hamburger menu at the top right of the screen.
We checked to ensure the app was updated, but the placement varied across devices. Hopefully, TikTok will unify the experience across all smartphones soon. TikTok adds that its shoppertainment model (short videos, livestreams, and a built-in marketplace) is designed to connect sellers to buyers from discovery through to purchase.
“#JomLokal is more than just a sales campaign,” said Nur Azre Abdul Aziz, Director of Strategic Partnerships at TikTok Shop Malaysia, adding that the programme aims to strengthen the presence of Malaysian-made products in the digital economy.
As an example of impact, Frisha Classic Desserts and Bakery, a Malaysian family-owned business, says livestreams and shoppable videos helped it achieve consistent five-digit monthly sales and amass over 7,000 followers, with the co-manager noting even her parents in their 70s participate.
TikTok Shop says it will intensify #JomLokal support during the Merdeka period and in the coming months. The company also highlights Free Return and Refund policies as part of its buyer protection measures for Malaysian consumers.
Local entrepreneurs and small businesses looking to join can register via TikTok Shop Seller Centre and access step-by-step lessons at TikTok Shop Academy.
