Malaysia’s e-commerce scene has long been dominated by Shopee and Lazada — until now. TikTok Shop has entered the race, blending entertainment and shopping like never before. With viral videos, live selling, and influencer-driven content, TikTok Shop is changing how Malaysians buy online.
This article explores the TikTok Shop vs Shopee vs Lazada debate by comparing features, strategies, and user behaviour. We’ll also look into local Malaysian brands that have made millions through TikTok’s powerful algorithm and community-driven platform. Can TikTok Shop truly compete with e-commerce platforms — or even surpass them?
Key Takeaways
- Brands that showcased real people using real products built trust faster and saw stronger conversions.
- TikTok Shop Live became a powerful tool, allowing direct interaction with audiences and driving immediate purchases.
- The success of SMEs in Malaysia using TikTok Shop showed that content with a strong narrative or behind-the-scenes touch builds emotional connections and encourages brand loyalty.
- Brands that teamed up with creators and micro-influencers reached wider audiences and tapped into ready-made communities.
- Sharing tips, tutorials, and lifestyle content that delivers value first makes the product pitch feel natural.
- From small local brands to growing fashion houses, TikTok Shop allows businesses of all sizes to go viral and compete with bigger players — if they get the content right.
The Emergence of TikTok Shop in Malaysia
Since its launch in 2022, TikTok Shop has rapidly gained popularity in Malaysia by blending content and commerce. Unlike Shopee or Lazada, it allows users to discover products through entertaining videos, live streams, and creator partnerships — all without leaving the app.
This unique approach makes shopping feel natural and engaging, especially for younger users. With features like shoppable videos and affiliate marketing, even small sellers can go viral and reach thousands instantly.
As more Malaysians embrace social commerce, TikTok Shop is quickly becoming a serious contender in the e-commerce space.
Thinking of selling on TikTok? Discover the 3 key things you need to know about TikTok Shop and how you can be searched on TikTok before you get started.
TikTok Shop vs Shopee vs Lazada: What Sets Them Apart?
While all three online marketplaces aim to drive online sales, their approaches and user shopping experience differ greatly with its features and tools:
| TikTop Shop | Shopee | Lazada | |
| Shopping Style | Video first, impulsive | Search-based, deal-driven | Brand-focused, curated |
| Audience | Gen Z, Millennials | Broad (price-sensitive buyers) | Brand-conscious consumers |
| Seller Type | Small creators & SMEs | All types | SMEs + Official brand stores |
| Trust Factors | Influencer reviews | Ratings + Reviews | Official store verification |
| Live Selling Tools | TikTok Live Shopping with real-time checkout and product tagging | Shopee Live with seller tools (e.g. flash deals, chat | LazLive with gamification and voucher giveaways |
| Creator Marketplace | TikTok Creator Marketplace for influencer partnerships | No built-in influencer collaboration platform | No native influencer network |
| Affiliate Programme | TikTok Affiliate Programme with commission tracking | Shopee Affiliate Program via external networks | Lazada Affiliate Program through affiliate partners |
| Product Listing Tools | Simple video-first product setup within Seller Center | Detailed listing tools with variations, SEO fields | Advanced product templates and auto-sync options |
| Ad Platform/Promotion | TikTok Ads Manager for paid traffic, in-feed & branded ads | Shopee Ads (Keyword Ads, Discovery Ads, Shop Ads) | Lazada Sponsored Solutions (Search Ads, Display Ads, LazCoins) |
| Campaign Management | Access to in-app mega sale campaigns via creator or seller registration | Shopee Seller Centre promotions, flash sales, vouchers | Campaign Manager in Lazada Seller Centre |
| Analytics & Insights | Basic performance dashboard with video views, sales, CTR | Shopee Business Insights + Ads Reporting | Lazada Business Advisor with deep analytics tools |
| Order Fulfilment Tools | Integrated logistics options (varies by seller) | Shopee Supported Logistics (SSL), Shopee Xpress | Lazada Logistics (LEX), warehouse options for LazMall sellers |
Curious why brands are flocking to TikTok Shop? Discover 5 powerful reasons it’s a game-changing marketing strategy today!
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How Local Brands on TikTok Shop Are Winning in Malaysia’s E-Commerce Scene
Many Malaysian brands — from beauty to fashion to fitness — have found massive success by embracing TikTok Shop’s unique approach to selling. By combining creative content with seller-friendly features (such as live selling) and influencer engagement, these businesses tapped into a new wave of digital consumers.
Here’s a look at how they did it — and what other sellers can learn from their journey.
1. BeauBoss Perfume
BeauBoss needed to stand out in a crowded local perfume market while appealing to younger audiences who value style and affordability.
Solution
They utilised visually striking scent storytelling by combining vibrant thumbnails with notes like lavender, vanilla, and bergamot to make each perfume feel unique. On TikTok, the brand posted bite-sized videos, fragrance match quizzes, and personality-based scent content to engage viewers and direct them to their Shop tab. Their marketing leaned into TikTok trends while keeping the visuals polished and consistent.
Result
BeauBoss became a recognisable brand on TikTok Shop, gaining strong traction through aesthetic-driven content and consistently engaging with fragrance lovers on the platform.
2. Mimpikita
This established modest fashion brand needed to reconnect with younger digital-savvy shoppers and stand out in a sea of online boutiques.
Solution
Mimpikita consistently posted daily styling content, behind-the-scenes fashion shoots, and “Get Ready With Me” videos featuring their collections. They also hosted TikTok Shop live streams during product drops to drive real-time engagement and sales.
Result
The brand experienced a surge in visibility and a boost in online sales, especially during viral content spikes and live shopping events.
3. Tati Skincare
As a relatively new skincare brand, Tati faced skepticism from consumers and needed a cost-effective way to build credibility.
Solution
Tati produced content focused on skincare education, customer reviews, and dramatic before-and-after transformations. These were backed by live Q&A sessions and collaborations with micro-influencers who walked audiences through their skincare journeys using Tati products — all linked via TikTok Shop.
Result
Sales increased steadily, customer trust improved, and the brand earned a loyal community of skincare lovers.
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4. Elgini Malaysia
Elgini aimed to stand out in the competitive athleisure segment and position itself as a go-to brand for modest, affordable everyday wear.
Solution
They leaned into relatable, everyday content showing how their leggings and pants fit into daily routines — from WFH to office to light workouts. Videos such as “affordable outfit ideas” and “OOTD under RM30” helped them attract budget-conscious TikTok shoppers. They also used TikTok’s Flash Sale banners and smart hashtags to tap into trend cycles and boost visibility during key shopping hours.
Result
Elgini successfully built a loyal TikTok following and became a go-to name for practical, stylish, and wallet-friendly fashion among Malaysian women.
5. Bayu Somerset
Bayu Somerset needed to increase awareness of its premium modest fashion offerings in a platform environment more inclined toward fast trends and lower price points.
Solution
The brand created visually rich, cultural storytelling content — featuring vibrant backdrops, festive styling videos, and collection launches in collaboration with influencers. Their TikTok approach focused on celebrating heritage and elegance while aligning with festive periods like Hari Raya to maximise engagement and visibility.
Result
Bayu Somerset carved out a niche on TikTok Shop, attracting a style-conscious audience looking for modern modest fashion with a designer edge — reinforcing their premium brand identity in a social commerce space.
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Conclusion
The rise of TikTok Shop in Malaysia marks a major shift in how consumers shop and how brands sell. With its content-driven, highly engaging approach, TikTok Shop has opened new doors for small businesses and local brands to go viral and achieve rapid growth — something that traditional platforms like Shopee and Lazada may struggle to replicate.
While Shopee and Lazada still dominate logistics, trust, and product variety, TikTok Shop is carving out a new space in social commerce, especially among younger digital natives. The competition isn’t just about market share — it’s about capturing attention in a world where content is king.
Want to harness the power of TikTok Shop for your business with an outsourced digital marketing agency in KL? At Newnormz, we offer end-to-end social media marketing services, from TikTok content creation to live selling strategies — helping brands like yours stand out and sell smarter online. Contact Newnormz today for a free consultation and customised proposal tailored to your business needs.
