Tiktok Shop Empowers ASEAN MSMEs Through Digital Programme
TikTok Shop launched the ASEAN SOAR Together programme to accelerate digital transformation for micro, small, and medium enterprises across Southeast Asia. The initiative, developed in collaboration with the ASEAN Foundation and ASEAN Business Advisory Council, empowers 50 MSMEs representing over 150 entrepreneurs with tailored training, digital skills development, and visibility opportunities.
The programme addressed critical challenges facing ASEAN’s small business sector, including limited access to digital tools, low online visibility, and lack of scalable business strategies. Through a series of workshops and training sessions, participants enhanced their digital literacy, live-selling techniques, content creation skills, and understanding of policy compliance requirements. The curriculum equipped entrepreneurs with essential capabilities needed to compete in today’s technology-driven marketplace.
During the ASEAN Business and Investment Summit 2025 in Kuala Lumpur, Malaysia, 11 MSMEs showcased their digital transformation progress through live selling demonstrations. Five top-performing enterprises—MAGWAI from the Philippines, LALAPIS from Thailand, Meatless Kingdom from Indonesia, Redlands Coffee from Vietnam, and Camb-Aha from Cambodia—displayed their business models and growth achievements to ASEAN delegates and government officials.
Early programme results demonstrated significant commercial success for participating sellers. Entrepreneurs who applied the training insights and engaged in live selling sessions experienced robust increases in sales and conversion rates. The live selling approach proved particularly effective in leveraging TikTok Shop’s discovery-to-purchase ecosystem, where communities connected by shared interests create powerful digital storefronts for entrepreneurs.
ASEAN government representatives and business leaders acknowledged TikTok Shop’s transformative impact on the region’s small business sector. Delegates including officials from Malaysia, Indonesia, and the Philippines visited the TikTok Shop booth at the summit and engaged with live demonstrations. The recognition reflected growing momentum toward digital commerce adoption as a driver of inclusive economic growth across Southeast Asia.
The ASEAN SOAR Together programme represents a significant milestone in strengthening the region’s digital economy. MSMEs form the backbone of ASEAN’s economic structure, contributing substantially to employment, innovation, and growth. By providing accessible training and digital tools, the initiative supports entrepreneurs—particularly women and youth—in achieving sustainable business success and contributing to ASEAN Community Vision 2045 objectives.
