---
title: "Industry Insight | How Overseas Merchants Build Brand and Sell on TikTok"
author: "Unique Research"
sourcePublication: "Unique Research (FFCAP English library)"
originalPublishedAt: "2023-01-11T10:35:00+08:00"
canonical: "https://ffcap.cn/en/research/20230111a0223q00"
source: "https://ffcap.cn/en/research/20230111a0223q00"
language: "en"
cnSourceUrl: "https://view.inews.qq.com/a/20230111A0223Q00"
---

# Industry Insight | How Overseas Merchants Build Brand and Sell on TikTok

_Unique Research · Insight · January 11, 2023 · Full rewrite — not a stub_

TikTok’s interest graph + decentralized algo seize attention; IG/FB chasing short video. Brand + conversion via TikTok is the new wave — spawning TSPs for training, creator match, proxy-live, merchant recruit, ads. This essay maps opportunity, merchant pains, TSP solutions, and how to choose partners.

**Stage.** Short-video affiliate + live conversion run in parallel; still in dividend window; SEA ahead of West; common operating model = China backend ops + foreign on-camera hosts. Live GMV cited ~¥6B with 2022 target ¥12B (2×). UTen Q3’22 ID live GMV **$365M** (+65.6% QoQ from $234M), orders 75.8M (+13%), sessions 9.025M, watch 18.99B (+2.57B); UK $38.76M / 2.43M orders / avg GMV $76.48; TH $236M (~¥1.66B)…

**Merchant pains (4):** hard to staff + unstable broadcast quality; hungry for high-quality creative at scale; product/content localization gaps; no clear brand vs performance strategy.

**TSP offers (5):** talent supply + creator matching; customized full-funnel marketing; overseas local live teams; assortment guidance + full plan design; strategy/content coaching and training.

**Merchant playbook:** prioritize content/IP as future moat; build early across capabilities; use supply-chain to manufacture hits; native local hosts for authentic live; watch content trends. Brand exposure still drives conversion; SEA skews product sales; cross-border sellers may want “brand + performance + sales” in one. Domestic TSPs must adapt market/language/culture maturity differences. Pick vendors on experience depth + creative production + localization — not lowest bid.

_Named TSP case flows and country tables in CN images — attach on ingest._

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Editorial English edition published on UniqueCapital: https://ffcap.cn/en/research/20230111a0223q00
On-site reading page: https://ffcap.cn/en/research/20230111a0223q00