A small business in Mentakab, Pahang, no longer needs to depend entirely on customers living nearby. With a smartphone, an engaging product demonstration and the right online audience, a local entrepreneur can now reach shoppers from Kuala Lumpur to Sabah without operating physical outlets across the country.
That shift in how Malaysians discover and purchase products is creating new opportunities for homegrown businesses, particularly micro, small and medium enterprises (MSMEs) that previously faced challenges expanding beyond their local communities.
According to new figures released by TikTok Shop Malaysia on 28 October 2026, sellers participating in its #JomLokal initiative recorded 140% year-on-year sales growth during the 9.9 shopping campaign, growing more than 3.5 times faster than the platform's average growth rate.
The results come as Malaysian consumers demonstrate a growing preference for supporting homegrown businesses. According to research cited by TikTok Shop, approximately 58% of TikTok users in Malaysia say they prefer purchasing from local businesses.
The platform also reported that more than 200,000 new local sellers joined TikTok Shop in 2026, reflecting the continued expansion of online commerce among Malaysian entrepreneurs.
Behind these figures are businesses selling everything from hijabs and baby food to everyday household essentials, many of which are discovering that short videos, livestream shopping and creator collaborations can help them reach customers far beyond their hometowns.
That shift in how Malaysians discover and purchase products is creating new opportunities for homegrown businesses, particularly micro, small and medium enterprises (MSMEs) that previously faced challenges expanding beyond their local communities.
According to new figures released by TikTok Shop Malaysia on 28 October 2026, sellers participating in its #JomLokal initiative recorded 140% year-on-year sales growth during the 9.9 shopping campaign, growing more than 3.5 times faster than the platform's average growth rate.
The results come as Malaysian consumers demonstrate a growing preference for supporting homegrown businesses. According to research cited by TikTok Shop, approximately 58% of TikTok users in Malaysia say they prefer purchasing from local businesses.
The platform also reported that more than 200,000 new local sellers joined TikTok Shop in 2026, reflecting the continued expansion of online commerce among Malaysian entrepreneurs.
Behind these figures are businesses selling everything from hijabs and baby food to everyday household essentials, many of which are discovering that short videos, livestream shopping and creator collaborations can help them reach customers far beyond their hometowns.
140% Sales Growth Shows the Potential of Malaysia's #JomLokal Businesses
The 140% year-on-year sales increase recorded by #JomLokal sellers during TikTok Shop's 9.9 campaign is particularly notable because it significantly outpaced the platform's overall average growth.
The results suggest that participating local businesses are benefiting from increased visibility and consumer interest, particularly when combined with promotional campaigns and content-led selling strategies.
However, the figure represents the collective sales growth reported for participating #JomLokal MSMEs during the campaign, rather than an indication that every seller achieved the same increase.
The growth also reflects the emergence of discovery commerce, a shopping model where consumers encounter products through videos, livestreams and creator recommendations instead of searching specifically for an item they already intend to purchase.
For example, someone scrolling through TikTok might come across a demonstration of a locally produced skincare product, a cooking video featuring Malaysian food ingredients or a livestream showcasing a homegrown fashion brand.
Instead of navigating to a separate online marketplace, viewers can discover a product, learn more about it and make a purchase within the same platform.
For smaller businesses with limited advertising budgets or physical retail presence, this creates another way to introduce their products to potential customers.
Nur Azre Abdul Aziz, Senior Director of Strategic Partnerships at TikTok Shop Malaysia, said the initiative is designed to help local entrepreneurs transform consumer support into sustainable business growth.
"Malaysians have always believed in supporting local. #JomLokal was built to help MSMEs turn that support into sustainable growth, with tailored seller education and tools that make selling easier at every stage of business," she said.
"Through discovery commerce, a small business in Mentakab, Besut or Kudat can now reach shoppers nationwide. Our focus is to keep lowering the barriers so more local entrepreneurs can build lasting businesses online."
Why Malaysians Are Increasingly Shopping Through TikTok LIVE
One of the biggest changes in online shopping is the growing popularity of livestream commerce, where sellers demonstrate products and interact with potential customers in real time.
Unlike conventional online product listings that usually rely on photographs, descriptions and customer reviews, livestreams allow consumers to see how a product looks or works before making a purchase.
A clothing seller, for instance, can demonstrate how a garment fits, explain its material and respond immediately to questions about sizing or colours.
Similarly, a small food business can explain its ingredients, demonstrate packaging or answer questions about storage and preparation while viewers watch.
According to TikTok Shop, almost six in 10 users of its platform in Malaysia identify LIVE as their preferred shopping method.
The preference highlights the appeal of interactive shopping experiences, particularly for customers who want more information before making a purchase.
For local sellers, livestreaming also provides an opportunity to develop a more personal relationship with customers. Viewers can become familiar with the people running the business, rather than interacting exclusively with an anonymous online storefront.
Azre explained that this interaction is one of the factors contributing to the effectiveness of livestream commerce.
"Malaysians love LIVE because they can make decisions in real time, watching products being demonstrated and asking sellers questions directly. For local sellers, it offers something a product listing can't: the chance to show who they are," she said.
"Shoppers aren't just buying an item, they're getting to know the business behind it. When content, trust and conversion happen in the same place, first-time buyers become loyal customers, and that is what makes LIVE so powerful for MSME growth."
However, successful livestream selling still requires preparation, consistent content creation and the ability to communicate product benefits clearly. Simply going LIVE does not automatically guarantee sales.
From a Home Business in Mentakab to a Boutique: The Story of Qaysaa
The growth of creator-driven commerce can be seen through the experience of Qaysaa, a Malaysian hijab brand founded by Siti Sya'erah in 2022.
What began as a business operating from her home in Mentakab, Pahang, has since expanded to include its own physical boutique.
A significant part of Qaysaa's online growth has been supported by collaborations with TikTok content creators, allowing the brand to reach audiences beyond its immediate geographical market.
According to TikTok Shop, creator partnerships now contribute nearly 90% of Qaysaa's sales on the platform.
This means that rather than relying entirely on content published through its own account, Qaysaa has been able to benefit from creators who introduce its products to their respective communities.
For example, when a creator demonstrates different ways to style a hijab, explains the fabric or incorporates it into an everyday outfit, the content can help potential customers understand the product in a more relatable setting.
The approach also allows businesses to reach audiences who may not have discovered their brands through conventional advertising or online searches.
Qaysaa's experience reflects a wider development on TikTok Shop, where creator-driven sales across the platform have almost doubled year on year.
While the contribution of creators will vary between businesses, the figures demonstrate how collaborations can become a significant source of customer acquisition and sales for selected local brands.
For those interested in exploring the business, Qaysaa can be found on TikTok at @qaysaaofficial.
How Adhwa Baby Food in Besut Doubled Its TikTok Shop Sales
Another example comes from Besut, Terengganu, where entrepreneur Emaliana Ramli operates Adhwa Baby Food, a business producing baby food using local ingredients.
Unlike brands that already have extensive marketing teams or dedicated digital commerce departments, smaller businesses often have to manage product development, customer service, content creation and sales with limited resources.
To strengthen her business's online capabilities, Emaliana participated in a three-month incubation programme with Yayasan Pembangunan Usahawan Terengganu (YPU).
During the programme, Adhwa Baby Food increased its activity on TikTok Shop by more than doubling both its livestreaming hours and short-video output.
Over the same period, the business recorded significant improvements in its sales performance:
- Sales doubled to more than RM115,000 on TikTok Shop.
- Orders increased from approximately 6,200 to more than 13,000.
- Livestreaming hours more than doubled during the three-month programme.
- Short-video production more than doubled, increasing opportunities for product discovery.
Importantly, the improvements were recorded alongside structured training and more frequent content creation, highlighting the role of practical business development rather than suggesting that simply joining an e-commerce platform is enough to achieve similar results.
For entrepreneurs operating in smaller towns, digital commerce can provide access to a broader customer base without necessarily requiring an immediate investment in additional physical retail locations.
154,000 Malaysian Sellers and Creators Trained in 2026
Beyond providing a marketplace for transactions, TikTok Shop Malaysia has been working with government agencies and development organisations to equip local entrepreneurs with digital selling skills.
According to the platform, 154,000 sellers and creators across Malaysia have received training in 2026 through incubation and educational programmes conducted with various partners.
The collaborations involve several public-sector organisations and business development agencies, including:
- Ministry of Domestic Trade and Cost of Living (KPDN), supporting initiatives connected to domestic commerce and consumer needs.
- Ministry of Entrepreneur and Cooperatives Development (KUSKOP), which focuses on entrepreneurship and business development.
- National Information Dissemination Centre (NADI), supporting digital inclusion and community development.
- Yayasan Pembangunan Usahawan Terengganu (YPU), which supports entrepreneurs in Terengganu.
- TEKUN Nasional, an agency associated with entrepreneurship financing and development.
For many MSMEs, particularly those transitioning from traditional retail to digital commerce, understanding how to present their products effectively can be an important part of building a sustainable online business.
Training programmes can also help entrepreneurs learn how to manage livestream sessions, produce engaging short videos and use platform tools to improve their sales operations.
The experience of Adhwa Baby Food demonstrates how these skills can translate into measurable business improvements when combined with consistent effort and suitable products.
TikTok Shop Commits Up to RM250 Million to Support Local Sellers
To support the wider participation of Malaysian entrepreneurs, TikTok Shop announced a commitment of up to RM250 million in 2026 to assist 400,000 local sellers and creators.
The commitment includes support through shipping rebates, shopping vouchers and visibility opportunities designed to help reduce the cost of reaching new customers.
For smaller businesses, promotional costs can be a major consideration when competing against larger brands with established marketing budgets.
Shipping subsidies and vouchers can make products more attractive to price-conscious shoppers, while additional campaign visibility can introduce lesser-known businesses to new audiences.
During the 9.9 campaign, TikTok Shop reported that participating shoppers saved close to 40% per order on average through the combination of vouchers, shipping rebates and other campaign support.
These savings can encourage consumers to consider products from local sellers they may not have purchased from previously.
However, the impact of such promotions on individual business profitability will depend on how costs and discounts are shared, as well as the seller's pricing and operating expenses.
For MSMEs, balancing promotional incentives with sustainable margins remains an important consideration when participating in major online shopping campaigns.
Ihsan Rahmah Helps Malaysian Households Save Nearly RM450,000
The platform's recent initiatives have also extended beyond fashion and lifestyle products to include everyday household necessities.
Through Ihsan Rahmah, a cost-of-living initiative led by KPDN in collaboration with TikTok Shop, consumers were able to access selected essential goods during the 9.9 campaign.
The initiative focused on staples commonly purchased by Malaysian households, including rice, flour, noodles and canned food.
According to the reported campaign results, Ihsan Rahmah generated approximately 28,000 orders during 9.9, while helping participating households achieve nearly RM450,000 in savings.
For consumers, such campaigns provide another option for purchasing essential items while managing household expenses.
For participating sellers, the initiative creates opportunities to connect with customers purchasing everyday products rather than relying exclusively on seasonal or discretionary spending.
The results also demonstrate how e-commerce campaigns can be used to support specific consumer needs, including access to more affordable household essentials.
What's Next for Malaysian MSMEs Ahead of 11.11 and 12.12?
Following the sales growth recorded during 9.9, TikTok Shop Malaysia is turning its attention towards the upcoming 11.11 and 12.12 year-end shopping campaigns.
These campaigns typically attract increased consumer attention through promotions, livestream sessions and shopping incentives, providing another opportunity for local businesses to introduce their products to wider audiences.
For MSMEs that have already invested in livestreaming, creator partnerships and short-video content, the year-end period offers an opportunity to build on their existing online presence.
The platform is encouraging participating sellers to make use of available tools and support as they prepare for the upcoming shopping season.
"The year-end season is when many local businesses make their most important sales of the year. Our role is to make sure they head into it with the tools and support to make the most of it, and to keep putting our growth back into the sellers and shoppers who make it possible," said Azre.
The experiences of Qaysaa and Adhwa Baby Food illustrate two different pathways for Malaysian entrepreneurs: one using creator collaborations to expand beyond a home-based business, and another strengthening its sales through training and more consistent content creation.
Although their approaches differ, both examples highlight how online visibility, relevant business skills and customer engagement can contribute to growth.
As more Malaysians discover local brands through videos and livestreams, the opportunity for MSMEs extends beyond making sales during individual promotional campaigns. The longer-term challenge will be converting that exposure into repeat purchases, stronger customer relationships and sustainable business growth.
