Europe
- Social Commerce Expansion (TikTok Shop): TikTok Shop is reinforcing TikTok as a major player in Europe’s beauty and retail sectors. In the UK, it's already the fourth-largest beauty retailer, with products selling at a pace of one per second. Social commerce via live shopping and shoppable videos is gaining rapid traction. Major brands like Estée Lauder are shifting focus to reach younger, digital-native consumers via TikTok’s discovery-commerce model.
- Brand Authenticity & Community Engagement: European marketers prioritize tailor-made TikTok content leveraging trends to build brand awareness and interactions. Creating TikTok-specific strategies, partnering with creators, and tracking engagement metrics remain key best practices.
- Regulatory Hurdles: TikTok faces restrictions—from bans on government devices (e.g., EU institutions) to broader regulatory scrutiny limiting its operational and marketing reach in certain sectors.
United States
- Reaching Saturation Point: Whereas TikTok’s global ad reach soared in early 2025, the U.S. saw a slight decline (~2.2%) suggesting potential market saturation or regulatory/targeting limitations.
- Viral Product Power: Platforms like TikTok are exceptionally influential in driving viral purchases particularly in beauty and lifestyle. The integration of TikTok Shop amplifies product discovery and conversion, though managing inventory and sustaining momentum remains a challenge.
Malaysia (and Southeast Asia)
- Explosive Growth in Ad Reach: Q1–Q2 2025 registered massive ad reach growth in Malaysia (~+60.1%), with neighboring Indonesia and Vietnam showing even higher momentum.
- High User Attention: Malaysians spend about 90 minutes daily on TikTok (nearly 39 hours per month), making it a hotbed for engagement and content consumption.
- Strong Regional Penetration: TikTok Ads searches are notably high in Kelantan and Terengganu—showing mobile-first and localized adoption beyond urban centers.
- Leading via Content Innovation: Brands like Maybank are setting the standard with educational campaigns (“You Ask, MAE Answer”), while local shops dominate TikTok Shop in beauty niches. Posts from the community indicate leaders like Glad2Glow, SkintificMalaysia, and O.TWo.0 Beauty-MY achieving hundreds of millions to over a billion impressions and multi-million sales.
- Algorithm-Focused Strategy: Success on TikTok in Malaysia increasingly hinges on smart use of trends, strong hooks, community interaction, micro-influencers, livestreams, and hashtag challenges.
What We Can Learn
| Insight | Europe & U.S. | Malaysia & SEA | Key Lesson |
|---|---|---|---|
| TikTok Shop Potential | Gaining major ground in beauty and e-commerce | Already exploding, especially in beauty and niche local markets | Act fast to integrate e-commerce—unlock direct consumer purchase via native TikTok features |
| Engagement Strategy | Platform-specific content + creator-driven storytelling | Trend-savvy, authenticity, localized & regional relevance | Be native: hook fast, ride trends, tailor by region |
| Growth Dynamics | Slower in adoption; regulatory and market saturation concerns | Rapid expansion and high engagement stats | Prioritize emergent markets like Malaysia for campaign rollouts |
| Inventory & Ops | Viral boosts but logistical strain possible | Local beauty shops scaling fast—impression counts matter | Build infrastructure for fulfillment and demand surges |
| Creator Partnerships | Key to reach and authenticity | Micro-influencers driving trust and reach | Invest in local creators with high engagement—relationship > follower count |
| Regulatory Landscape | Watch for policy shifts and bans | Few restrictions in Malaysia currently, barring licensed industries (e.g., finance) | Stay compliant especially in sensitive sectors |
Final Thoughts
Malaysia & Southeast Asia: TikTok is booming. Brands here unlock brand lift and sales through trend-driven content, local relevance, and native commerce.
Europe & U.S.: TikTok is a powerful marketing engine, especially in beauty and e-commerce but strategy must account for market maturity and regulatory friction.