Unique Research · Insight · November 28, 2022 · Full rewrite — not a stub
Oct 1–31, 2022 TikTok Shop snapshot via UTen (live; ID/UK/TH/VN) + Tekan Tabcut (live/short/video + shop windows; +MY/PH). Estimates only. Shop covers 7 markets; cross-border selectable: UK, MY, TH, PH, VN, SG. Modes: live, window, video; affiliate; TSP/MCN/cross-border scouts. Platform take rate 5%; invite-only onboarding; new-account commission/shipping waivers common.
Macro. Sensor Tower: TikTok #2 SEA downloads Oct (~10.8M); ID 44.5%, VN 20.2%, TH 12%. Campaigns: first global year-end promo (UK/MY/SG/PH/TH/VN); Black Friday Nov 21–25; SEA 11.11; Global Sell + COD driving order multiples. TAP (TikTok Affiliate Partner, ex-TSD) in beta since Jul across MY/PH/TH/VN/UK/SG — Q3 MoM GMV +300%.
Tabcut full-stack Oct GMV: ID $187M / 45.99M orders; UK $16.0M / 0.86M; TH $121M; VN $102M; MY $49.1M; PH $53.1M — MY/PH/UK crossing into higher bands. Double-11 push: multi-market GMV trough Oct 9 → peak Oct 10 (ID $9.645M); ID another high Oct 26 $10.18M (daily avg $7.54M). UK daily avg $0.623M, least volatile.
UTen live-only: ID $151M GMV (vs Sep $136M), 30.68M orders, 3.25M sessions / 5.01M live hours / 6.131B views; UK $14.7M / 0.84M / avg GMV $76.54; TH $149M / 33.6M / $88.70; VN $170M / 38.8M / $172.87 highest avg; MY $18.4M / 2.4M / $34. Category skews: beauty/apparel lead most markets; VN top shop Dreame Vietnam $96.3M (China home-appliance brand); MY SkintificMalaysia $0.914M; PH Ruru $0.926M with heavy KOC video attach. Country Top10 SKU/shop tables in CN images — attach on ingest.
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