Decoding TikTok Shop’s 9.9 Campaign: A Look at Thailand’s LIVE Economy

Brickinfo News Agency – TikTok Shop recently concluded its TikTok Shop 9.9 National Live Day campaign in Thailand, highlighting the growing influence of livestreaming and short-form videos in the country’s e-commerce landscape. The campaign, which spanned several days, showcased how Thai businesses across various sectors—from beauty and fashion to food and beverages—leveraged live commerce to achieve significant sales and engagement. The event focused on the integration of product discovery with real-time purchasing, demonstrating how content creators and sellers can convert audience engagement into tangible sales.

The campaign’s success was quantified by several key metrics. Thai shoppers generated over 3.57 billion product views through livestreams and short videos, with 88% of these views directed at products from local sellers. Over a four-day period, sellers hosted more than 440,000 livestreams, attracting over 440 million views. This surge in activity resulted in a remarkable 14,000% sales uplift for sellers who participated in livestreams compared to those who did not. The campaign reached its peak on September 9 at 8 PM, recording the highest-ever concurrent live audience in Thailand on TikTok Shop. In total, more than 8.6 million coupons were redeemed, with shoppers claiming nearly 100,000 coupons every hour.

The campaign also highlighted the performance of top Thai brands across different categories. In the food and beverage sector, local brands like VFOODS, F&N Dairies, and อรชุมา ถั่ว7เซียนสะท้านโลกันต์ achieved widespread sales success. The beauty category saw strong performances from brands such as BioActive+, YerpallThailand, and MIZUMI. The fashion industry was also prominent, with leaders in women’s apparel like ATIPA and CHUUCHOP, and men’s apparel brands such as Mc Jeans and Yuedpao, proving that TikTok Shop is a major platform for the Thai fashion market.

To support sellers, TikTok Shop shared five key strategies to maximize GMV (Gross Merchandise Value) through livestreams:

1. Prepare before going live: Use teaser videos to build anticipation, set countdown stickers for reminders, and organize the live basket in advance to streamline the shopping experience.
2. Activate GMV Max: This smart ads solution helps livestreams, short videos, or shop listings reach shoppers who are more likely to buy. It works in the background to optimize traffic and extend reach beyond followers.
3. Apply the 3-minute framework: Structure the live session into repeating 3-minute blocks. This rhythm involves a 30-second “hook,” a 2-minute “engage” section to highlight product value, and a 30-second “call to action” to drive immediate sales.
4. Amplify with LIVE Programs: Utilize TikTok Shop’s built-in tools like LIVE Flash Deal for limited-time offers and LIVE Specials for platform-supported coupons to boost visibility and maintain engagement throughout the stream.
5. Post LIVE Highlights: Repurpose top-performing moments from the live session into short-form videos. This extends the content’s shelf life and continues to drive traffic and engagement after the stream ends.