Insight

Reference

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Supporting source

·Preview

Livestream share of TikTok Shop GMV

~60%

As ofFY2024·Sources3·Supporting

Livestream commerce dominates the format mix; short-video commerce (~25%) and affiliate, flash sales, storefront (~15%) make up the balance.

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Figure in context

Livestream commerce dominates the format mix; short-video commerce (~25%) and affiliate, flash sales, storefront (~15%) make up the balance.

Livestream commerce dominates the format mix; short-video commerce (~25%) and affiliate, flash sales, storefront (~15%) make up the balance.

Time scope

FY2024

Source basis

Supporting source

Interpretation notes

What this tells you

Livestream commerce dominates the format mix; short-video commerce (~25%) and affiliate, flash sales, storefront (~15%) make up the balance.

What not to do with it

Use the linked report for interpretation and keep basis differences explicit.

Related figures

Adjacent numbers that add context without drowning the value.

FY2024
~USD 3-5B

TikTok Shop Thailand GMV

TikTok Shop, ByteDance, ETDA, Priceza

FY2024
~5-7%

TikTok Shop share of Thai retail e-commerce

ETDA, Priceza, iPrice SEA tracker

FY2024
~38%

Fashion, beauty category share

TikTok Shop, Wisesight, Publicis

FY2024
5-15%

TikTok platform commission

TikTok Shop seller terms, GroupM unit economics

Report context

Thailand TikTok Shop & Livestream Commerce Deep Dive

Deep-dive into Thai TikTok Shop, livestream commerce — the fastest-growing online channel 2023-25. TikTok Shop Thailand launched February 2022; 2024 GMV estimated USD 3-5 billion (roughly 5-7% of Thai retail e-commerce). Format mix: livestream ~60%, short-video commerce ~25%, affiliate, flash sales, storefront ~15%. Creator, KOL ecosystem orchestrated by Tellscore, AnyMind Group (TSE: 5027), Wisesight,, Multi-Channel Network (MCN) operators. Top categories: fashion, beauty ~38%, home, appliances, electronics ~22%, food, supplements, health ~18%, mother, baby, lifestyle ~12%, other ~10%. Unit economics: 5-15% TikTok platform commission, 10-20% creator commission, 5-10% logistics, seller-margin 15-40%. Regulation: PDPA, SEC digital-advertising, FDA pre-approval on regulated categories, OCPB consumer protection, MDES platform policy. Compared to Shopee Live (Sea Ltd 20-F), Lazada Live (Alibaba) smaller but growing.

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Atlas actors in this figure's reports

Profiles covered in the report that cite this number.

Lazada (Alibaba International)

Alibaba's efficiency story inside an AIDC segment that's still burning cash for AliExpress and Trendyol.

LINE MAN Wongnai

Thailand's largest consumer tech unicorn and the SCBX-backed quick-commerce platform heading into a 2026 SET listing.

Shopee (Sea Limited)

Regional marketplace pace-setter that flipped Shopee to segment profit in 2025 while doubling the Monee loan book.

TikTok Shop (Thailand)

The 24-month entrant that rewrote the Thai conversion funnel and now posts primary-grade revenue through the DBD registry.

Livestream share of TikTok Shop GMV · Insight