According to TikTok, local micro, small and medium enterprises (MSMEs) recorded 140% year-on-year sales growth on TikTok Shop. Operating under the platform’s #JomLokal initiative, these domestic merchants outpaced general platform growth by more than 3.5 times.
Rural and small-town brands are capitalising on “Discovery Commerce”
TikTok claims that around 58% of TikTok users in Malaysia prefers purchasing from local businesses rather than turning to imported alternatives.
The algorithm-driven discovery commerce feature has helped users encounter products through videos and livestreams rather than search. In turn, this helps local sellers reach shoppers well beyond their own communities.
“Malaysians have always believed in supporting local. #JomLokal was built to help MSMEs turn that support into sustainable growth, with tailored seller
education and tools that make selling easier at every stage of business. Through discovery commerce, a small business in Mentakab, Besut or Kudat can now reach
shoppers nationwide. Our focus is to keep lowering the barriers so more local entrepreneurs can build lasting businesses online.” – Nur Azre Abdul Aziz, Senior Director of Strategic Partnerships, TikTok Shop Malaysia.
Almost 60% TikTok Shop users in Malaysia prefer LIVE when they shop
Platform survey figures indicate that nearly six in 10 users in Malaysia cite “LIVE” as their preferred method of shopping. For many #JomLokal sellers or business owners, LIVE has become their shopfront.
This feature allows them to demonstrate a product, answer questions as they come in and build trust that is generally built at a shop counter.
Creator-driven affiliate sales on the platform also nearly doubled compared to the same period last year. More than 200,000 local sellers joined the platform in 2026, with regional businesses reporting sales growth primarily through creator partnerships and live broadcasts.
Encouraging performances from local businesses
In Besut, Terengganu, Adhwa Baby Food generated over RM115,000 across 13,000 orders following an incubation scheme with the Terengganu Entrepreneur Development Foundation (YPU). Mentakab-based apparel brand Qaysaa stated that creator partnerships accounted for nearly 90% of its sales on the platform.
To date in 2026, TikTok Shop has trained 154,000 merchants and creators through joint programmes with state and federal agencies, including the Ministry of Domestic Trade and Cost of Living (KPDN), the Ministry of Entrepreneur and Cooperatives Development (KUSKOP), the National Information Dissemination Centre (NADI) and TEKUN Nasional.
Up to RM250 million budget to support over 400,000 local merchants in 2026
TikTok Shop allocated up to RM250 million in 2026 to support an estimated 400,000 local merchants and creators through shipping rebates, vouchers and promotional visibility. During 9.9, vouchers, shipping rebates and campaign support helped shoppers save close to 40% per order on average.
For MSMEs, this could lead to more profits because lower prices at checkout means more shoppers are willing to try a new brand. Thus, there will be more chances to turn a first order into a returning customer.
The promotion also incorporated Ihsan Rahmah, a joint initiative with KPDN aimed at reducing grocery expenses. The programme generated approximately 28,000 orders for staples such as rice, flour, noodles and canned goods, resulting in an estimated RM450,000 in total consumer savings.
