---
title: "Industry Report | Q1 2023 TikTok Shop Quarterly"
author: "Unique Research"
sourcePublication: "Unique Research (FFCAP English library)"
originalPublishedAt: "2023-04-20T13:38:54+08:00"
canonical: "https://ffcap.cn/en/research/20230420a04h1700"
source: "https://ffcap.cn/en/research/20230420a04h1700"
language: "en"
cnSourceUrl: "https://view.inews.qq.com/a/20230420A04H1700"
---

# Industry Report | Q1 2023 TikTok Shop Quarterly

_Unique Research · Insight / industry quarterly · April 20, 2023 · Full rewrite — not a stub · Data: Tabcut 2023-01-01→03-31; ID/UK/TH/VN/MY/PH estimates_

**Product forms.** SEA closed-loop TTS; US storefront (Shopify plugin → off-platform checkout); UK–US fused cart (US viewers buy via UK live); US native Shop (in-app checkout). Alliance (creator affiliate), TSPs / MCNs / cross-border “star scouts.”

**Global push.** US Shop live Nov 2022; US TikTok users >140M (Jul 2022, DataReportal) — largest market, ~2× Brazil (#3); only mature market in top-10 by spend power. 2023 plan: open shops in ~12 more countries (FR/IT/ES + AU/NZ/BR…). Brazil ~150M netizens, ~1/3 TikTok loyal — cultural localization required like SEA.

**2022 proof points.** SEA cross-border since H1’22 → monthly GMV CAGR ~**90%**; UK H2 AOV +>40% YoY; Christmas cross-border GMV +**270%** YoY. Strategy 2023: “dual excellence, triple growth” / one store sell global; upgrade **Polaris** quality-merchant program (brand, creator, ads support); crackdown on fakes/pre-records. Mall (商城) live in ID (Oct’22) then TH/PH (from Feb’23) — more SEA markets next; shelf + content dual mode; cross-border sellers eligible. Year-end mega-promo GMV +136%; 2023 marketing calendar covers SEA + UK key nodes.

**Q1 Tabcut GMV by market.** Indonesia leads: Q1 GMV **$755M** (¥5.288B) = 36.7% of 2022 full-year; 158M orders; 48.929B product videos. UK: **$58.96M** GMV / 3.47M orders — AOV up, order count down vs Nov’22; 5.689B videos. Thailand: **$459M** = 69.76% of 2022 year; 62.12M orders; 23.866B videos. Vietnam: **$263M** / 42.26M orders / 15.692B videos (slower vs late-2022). Malaysia: **$240M** = 73.17% of 2022; 36.84M orders. Philippines: **$172M** = 48% of 2022; 60.07M orders / 10.822B videos. Overall Q1 GMV roughly 2× 2022 monthly averages. ID still #1; TH/MY/PH second tier; VN cooled; UK has headroom on creators/views.

**Daily / price bands.** Ramadan + CNY drove March lift; ID peak day Feb 25 ($27.267M GMV / 6.115M orders). TH peak Mar 31 ($24.795M); VN Feb 3 ($16.163M); PH/MY Mar 1 ($13.176M / $6.671M). Shared SEA spike Feb 18 (Sat + Isra and Mi'raj). UK peaks Mar 30–31 ($2.509M). Price: ID/VN/TH/PH/MY GMV heavy ≤¥100 (ID ≤¥100 = $226M); UK densest ¥100–200. High-ticket (>¥1000) GMV often exceeds ¥500–1000 band in ID/TH/VN.

**Hashtags / creators.** Country Top10 hashtag + creator tables in CN images (32). Estimates only; not official totals.

_32 CN charts; attach on ingest._

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Editorial English edition published on UniqueCapital: https://ffcap.cn/en/research/20230420a04h1700
On-site reading page: https://ffcap.cn/en/research/20230420a04h1700