KUALA LUMPUR, 28 OCTOBER – Malaysia’s trusted e-commerce platform, TikTok Shop Malaysia revealed that its #JomLokal micro, small, and medium enterprises (MSMEs) recorded 140% year-on-year sales growth during this year’s 9.9 campaign, more than 3.5 times the platform’s average growth.
The growth comes as more Malaysians choose to shop local. About 58% of TikTok users in Malaysia say they prefer to buy from local businesses. Discovery commerce, where shoppers find products through videos and LIVE rather than search, is helping local sellers reach shoppers well beyond their own communities.
Nur Azre Abdul Aziz, Senior Director of Strategic Partnerships, TikTok Shop Malaysia, said: “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.”
Local Sellers Grow Beyond Their Hometowns
Creators are a growing source of sales on TikTok Shop, with creator-driven sales on the platform almost doubling yearly.
Siti Sya’erah started hijab brand Qaysaa in 2022, selling on TikTok Shop from her home in Mentakab, Pahang. Four years later, the brand opened its own boutique. Creator partnerships now account for nearly 90% of Qaysaa’s sales on TikTok Shop, helping the brand reach shoppers far beyond its hometown.
Structured support is also helping sellers build their own skills. Through incubation and training programmes delivered with partners, 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), the Terengganu Entrepreneur Development Foundation (Yayasan Pembangunan Usahawan Terengganu, YPU) and the National Entrepreneurs Group Economic Fund (Tabung Ekonomi Kumpulan Usaha Niaga, TEKUN Nasional), TikTok Shop trained 154,000 sellers and creators across Malaysia in 2026.
In Besut, Terengganu, Emaliana Ramli makes baby food from local ingredients under her brand, Adhwa Baby Food. During three months of incubation with YPU, she more than doubled her LIVE hours on TikTok Shop, and more than doubled her short-video output. Over the same period, Adhwa’s TikTok Shop sales doubled to more than RM115,000, while its orders on the platform grew from around 6,200 to more than 13,000.
LIVE Becomes the Digital Shopfront for MSMEs
For many #JomLokal sellers, LIVE has become their shopfront. In a single session, they can demonstrate a product, answer questions as they come in and build the kind of trust that is usually earned face-to-face at a shop counter. Almost six in 10 TikTok Shop users in Malaysia name LIVE as their preferred way to shop.
“Malaysians love LIVE because they can make decisions in real time, watching products being demonstrated and asking sellers questions directly. For local sellers, it offers something a product listing can’t: the chance to show who they are. Shoppers aren’t just buying an item, they’re getting to know the business behind it. When content, trust and conversion happen in the same place, first-time buyers become loyal customers, and that is what makes LIVE so powerful for MSME growth,” said Azre.
#JomLokal Support Lowering the Cost of MSME Growth
In 2026, TikTok Shop committed up to RM250 million to help 400,000 local sellers and creators through shipping rebates, vouchers and visibility support, reducing the cost of reaching new customers. More than 200,000 new local sellers have joined TikTok Shop this year.
During 9.9, vouchers, shipping rebates and campaign support helped shoppers save close to 40% per order on average. For MSMEs, lower prices at checkout mean more shoppers willing to try a new brand, and more chances to turn a first order into a returning customer. Sellers of everyday essentials also benefited from Ihsan Rahmah, a cost-of-living initiative led by the Ministry of Domestic Trade and Cost of Living (KPDN) in collaboration with TikTok Shop. During 9.9, the initiative generated around 28,000 orders for staples such as rice, flour, noodles, and canned food, while helping households save nearly RM450,000, connecting sellers with families looking to stretch their budgets.
The year-end shopping moments of 11.11 and 12.12 will create even greater sales momentum, giving MSMEs the opportunity to build on LIVE selling and the support-local movement for a stronger finish to the year.
“The year-end season is when many local businesses make their most important sales of the year. Our role is to make sure they head into it with the tools and support to make the most of it, and to keep putting out growth back into the sellers and shoppers who make it possible”, said Azre.
