TikTok Shop Malaysia has revealed that its #JomLokal micro, small and medium enterprises (MSMEs) recorded 140% year-on-year sales growth during the 9.9 campaign in 2026, growing more than 3.5x faster than the platform’s average growth rate. The milestone indicates a broader shift in consumer behavior, with around 58% of TikTok users in Malaysia saying they prefer to buy from local businesses, according to GWI data from Q1 to Q2 2026.
More than 200,000 new local sellers joined TikTok Shop in 2026, with rural and small-town brands now able to reach shoppers across the country through discovery commerce, a model where products are found through videos and LIVE sessions rather than keyword searches.
#JomLokal MSMEs’ Growth Through LIVE Commerce
LIVE selling has emerged as the primary shopfront for many #JomLokal sellers. Almost six in 10 TikTok Shop users in Malaysia now name LIVE as their preferred way to shop, based on data from the TikTok Shop Summit Malaysia 2026. In a single LIVE session, sellers can demonstrate products, field questions in real time, and build consumer trust in ways that static product listings cannot replicate.
Creator-driven sales on TikTok Shop nearly doubled year-on-year, with structured training programs supporting seller development at scale. In 2026, TikTok Shop trained 154,000 sellers and creators across Malaysia through programs delivered with partners including the Ministry of Domestic Trade and Cost of Living (KPDN), the Ministry of Entrepreneur and Cooperatives Development (KUSKOP), NADI, YPU, and TEKUN Nasional.
TikTok Shop committed up to RM250 million in 2026 to support 400,000 local sellers and creators through shipping rebates, vouchers and visibility tools, reducing the cost of customer acquisition for MSMEs. During the 9.9 campaign, shoppers saved close to 40% per order on average through this support. The Ihsan Rahmah cost-of-living initiative, led by KPDN in collaboration with TikTok Shop, generated around 28,000 orders for everyday staples such as rice, flour, noodles and canned food during 9.9, helping households save nearly RM450,000 in the process.
TikTok Shop has pinpointed the upcoming 11.11 and 12.12 campaigns as key opportunities for MSMEs to extend the momentum of the support-local movement into the year-end shopping season.
Pokdepinion: Teleshopping is a big part of Malaysia these days, it seems.
