I. TikTok Shop Collaborates with the Malaysian Government to Boost Consumption and Enhance Incentives for New Merchants

In September, TikTok Shop’s Malaysian platform focused on two key initiatives: “Government × Platform Collaboration” and “Upgraded Merchant Incentives,” offering merchants low barriers to entry and high visibility.

From September 1 to 9, the 9.9 Super Sale was in full swing. For this event, TikTok Shop partnered with Malaysia’s Ministry of International Trade and Consumer Affairs (KPDN) to launch the “Jualan Ihsan Rahmah” local brand showcase, distributing cash vouchers of up to 30% during live streams.

On September 17, TikTok Shop officially announced an upgrade to its Q3 Flywheel Program, which includes: a 90-day deposit waiver and zero-cost trial operation for new merchants; “One Merchant, Global Sales” multi-market operations; and benefits such as AI-powered translation that synchronizes content across multiple countries with a single upload.

II. Shopee: Accelerating Fulfillment and New Traffic Support in Parallel

In early September, Shopee officially launched the “New Channel Program,” a seller recruitment incentive initiative. Content e-commerce sellers joining the platform enjoy commission-free operations for their first store, and those who sign up receive free advertising credits.

In mid-September, Shopee released its 9.9 shopping festival results: over 60% of orders in Malaysia were shipped within 24 hours, and average delivery times were reduced by 20% year-over-year; Shopee Live and Video accumulated over 1.7 billion views, a 1.3-fold increase year-over-year; and VIP members saved a cumulative total of over 146 million RM.

On September 25, Shopee officially announced its 10.10 sales event plans, including a “50% Off Live Streaming Marathon” and RM1,000 high-value coupons, and launched the daily “Super Brands Day” brand matrix, officially opening the traffic window for the second-half peak season.

III. Lazada Strengthens Merchant Onboarding Policies

In September, Lazada announced an upgrade to its “Major Chinese Merchants Going Global Program” and launched the “Navigator 100” initiative, which includes a 90-day waiver on security deposits, a 90-day commission waiver, free warehouse rent, advertising credit top-ups and rebates, and major promotion subsidies; brand merchants enjoy special benefits such as dedicated 1-on-1 account managers, search privileges, and priority access to Super Brand Days.