Retail News CRM

Tag: creator economy

  • Video Commerce Captures 20 per Cent of Southeast Asia E-Commerce GMV

    Video Commerce Captures 20 per Cent of Southeast Asia E-Commerce GMV

    Video commerce now accounts for roughly a fifth of Southeast Asian e-commerce gross merchandise value, forcing consumer brands across the region to overhaul their distribution models. Data compiled by Google, Temasek and Bain shows creator-led sales shifting from experimental promotional spending into core retail infrastructure across key markets including Indonesia, Thailand and Vietnam.

    That expansion brings operational friction. Sellers running live broadcasts face steep drops between top-line gross merchandise value and realized revenue once cash-on-delivery refusals, return windows, creator fees and platform commissions clear. Promotional subsidies, including platform-funded vouchers and discounted freight, have masked true channel margins during market-share acquisition phases. When platforms pull back subsidies, merchant unit economics drop quickly.

    Platform control and merchant margin pressure

    Selling through creator streams leaves transaction infrastructure in third-party hands. Platforms control storefronts, checkout systems, payment rails, customer records, delivery terms and dispute resolution, leaving brands to supply inventory and absorb product returns.

    Multi-market operators managing sales across Jakarta, Bangkok and Manila face diverging compliance environments. Content licensing, creator contracts, disclosure mandates and withholding taxes vary by jurisdiction, preventing companies from running uniform regional campaigns without local adaptation.

    The pattern follows China’s live commerce cycle. Brands in that market initially concentrated volume through top independent hosts before margins deteriorated. Chinese consumer labels responded by building internal broadcast studios and running scheduled daily programming to retain customer data and protect gross margins.

    Regulatory scrutiny reshapes regional operations

    Governments across Southeast Asia have moved to regulate social commerce platforms as critical retail infrastructure rather than digital advertising channels. Indonesia enacted Ministry of Trade Regulation 31 in September 2023, banning direct e-commerce transactions inside social media applications. The rule halted TikTok Shop until parent company ByteDance completed a 1.5 billion dollar investment to secure a controlling stake in GoTo’s Tokopedia platform.

    Vietnam enacted Decree 147 in late December 2024, enforcing strict account verification requirements before individuals can post or host livestreams. Merchant operators are now building direct customer channels, internal studio facilities and formal data-rights clauses into creator agreements across tier-two Vietnamese cities and eastern Indonesia, where production overhead remains competitive.

    Retailers across the region now track net settlement data and return rates per stream as platforms adjust commercial take rates and enforcement rules throughout 2026.

  • TikTok Shop Nears €500 Million in European GMV Led by Creator Affiliates

    TikTok Shop Nears €500 Million in European GMV Led by Creator Affiliates

    TikTok Shop generated €498.78 million in gross merchandise value across Germany, France, Spain, and Italy during the second quarter. Independent content creators drove nearly all of that volume.

    Affiliate creators accounted for 69.9 per cent of total sales across the four European markets, according to estimates compiled by Lengow and Kalodata. Direct brand storefronts generated the remainder.

    Shoppable Video Dominates Live Streams

    Short video clips with embedded product links drove 63.8 per cent of all transactions. Live shopping streams generated just 17.2 per cent. The breakdown reveals that European shoppers prefer on-demand video over scheduled shopping broadcasts.

    That pattern contrasts sharply with Southeast Asia, where ByteDance built TikTok Shop through marathon livestreams. Live broadcasts remain the core revenue engine for merchants competing against Shopee and Lazada in Indonesia, Thailand, and Vietnam.

    European Merchant Model Shifts to Creator Networks

    European sellers are moving marketing budgets out of standalone brand accounts and into creator commissions. Instead of managing internal production studios, merchants rely on third-party influencers to post reviews and tutorials linked directly to checkout.

    This model allows ByteDance to scale product listings without holding inventory or funding local customer acquisition campaigns. Brands fulfill orders directly. Creators collect automatic commissions on every item sold through their feeds.

    ByteDance now faces the challenge of sustaining creator-led conversion rates as it expands TikTok Shop into more European Union markets and navigates tighter regulatory scrutiny over platform e-commerce.

  • Wishlink Secures $17.5 Million in Series B Led by Vertex Ventures

    Wishlink Secures $17.5 Million in Series B Led by Vertex Ventures

    Indian creator commerce platform Wishlink raised $17.5 million in a Series B round led by Vertex Ventures Southeast Asia & India.

    The fresh injection gives the business capital to expand its creator network and deepen retail brand integrations across the country.

    Creator storefronts and brand integration

    Wishlink operates an infrastructure layer connecting social media creators directly with e-commerce brands and marketplaces. Creators curate personal storefronts, share trackable product links across short-form video and social channels, and earn commissions on completed orders. The model gives direct-to-consumer labels and large e-commerce platforms measurable sales attribution rather than unverified impressions from standard influencer campaigns.

    Performance retail drives venture interest

    Venture investors in South Asia continue to back commerce models where creator payouts tie directly to retail sales volume. Traditional influencer marketing budgets in India have faced tighter scrutiny over return on spend, leading consumer brands to reallocate capital to performance-driven affiliate channels. Vertex Ventures Southeast Asia & India led the transaction, expanding its portfolio of retail technology and digital commerce infrastructure companies across the region.

    Wishlink is deploying the new funds into tech infrastructure, automated creator discovery tools, and expanded brand onboarding across major consumer categories.