Cross-Border E-Commerce Platform Weekly Report | October 20–26 | TikTok Shop Cracks Down on Off-Platform Traffic Diversion in Five Countries

This Week’s Top Story: TikTok Shop Tightens Restrictions on Off-Platform Traffic Diversion in Five Local Markets, Listing Seven Types of Violations

What happened. According to TT123, TikTok Shop updated its policies for local marketplaces on October 14, covering Indonesia, Malaysia, the Philippines, Singapore, and Thailand, with a focus on restricting efforts to direct platform traffic elsewhere [1]. The new rules cover product showcases, short videos, livestreams, and all content formats, including video covers, titles, hyperlinks, anchor links, and product descriptions [1]. The seven types of violations listed in the report include adding external links or contact details to product descriptions, posting information about external platforms in comments, placing social media handles and phone numbers in profile bios, explicitly or implicitly directing users to promotions on external platforms, and asking viewers to click external links in videos [1].

Background. The policy itself was updated on October 14, with industry media coverage picking up on October 20 [1]. What stands out is the scope of the rules: beyond product details, bios, comment sections, video covers, and anchor links are all explicitly named, covering nearly every place where contact information or external links could appear [1]. The rules apply to five local markets; Vietnam is not among them [1].

Impact. In our view, three groups of sellers will be most affected: local shops that routinely leave contact details in bios or comments to drive repeat purchases through their own customer channels; brands that rely on creator videos and livestreams and need to link to external campaign pages within their content; and sellers that also run standalone online stores and hope to use TikTok content to drive traffic to them. For creators, any language in sponsored content scripts involving “click the link” or “add me as a friend” needs another review.

What remains unclear. We could not locate the original public announcement from TikTok Shop, so the information above is based on industry media reports. Sellers should refer to notices in each marketplace’s Seller Center for the penalty points and sanctions attached to each violation, whether the rules will also apply to cross-border shops, and whether existing videos and livestream replays must be updated by a specified deadline.

Key Updates

TikTok Shop Philippines to Raise Service Fees for Lifestyle Categories Starting November 1

According to an official announcement summarized by AMZ123, TikTok Shop Philippines will increase the Seller Growth Fee—a service fee charged by the platform per order—for certain Lifestyle products from 1% to 1.5%, effective at 12:00 a.m. on November 1, 2026 (Philippine time) [2]. The adjustment primarily affects the Lifestyle category, excluding major appliances. Categories such as Beauty & Personal Care, Fashion, Mother & Baby, and Health will retain their existing 1.5% rate. All of these fees include Philippine value-added tax [2]. The adjustment brings this service fee for Lifestyle products into line with categories such as Beauty and Fashion. Why it matters: the increase is only 0.5 percentage points, but it takes effect just before 11.11. Philippines sellers in Lifestyle categories such as home goods and everyday essentials will need to factor this added cost into their November promotional pricing.

Shopee Indonesia’s 11.11 Big Sale kicks off, running through November 11

Why it matters: This 18-day sales event puts inventory planning and fulfillment schedules to a tougher test than a single-day sale. Sellers participating in Indonesia need to plan inventory and customer service by the week, not by the day.

TikTok Shop Thailand: Required attributes and FDA numbers become prerequisites for listing

According to Kolvant’s summary of the official guidance, TikTok Shop Thailand’s October 22 update makes product attributes a prerequisite for listing: listings in regulated categories must include all required attributes, existing listings may also need to be updated, and weight-loss products may not be sold [5]. Food products need an FDA number whenever their product pages make claims about benefits or attributes, such as immune support or high protein content [6]. Why it matters: For food, health supplement, and beauty sellers on the Thailand marketplace, a single missing credential could prevent a product from being listed, and time is tight to complete the documentation before 11.11.

Lazada Malaysia: Brand count rises nearly 20% in a year as the platform bets on “trusted shopping”

On October 20, Lazada Malaysia released a consumer study in Kuala Lumpur that it commissioned from Cube Asia [7]. Lazada disclosed that, as of September 2026, the number of brands on its platform had grown nearly 20% year over year, from 18,147 to 21,756. Over the same period, average order value rose 22.4%, while spending per shopper increased 7% [7]. The report puts the share of “savvy shoppers” in Malaysia at 20%, slightly below the regional average of 24% [8][9]. Among Malaysian respondents, 62% check seller information before placing an order [7], and the report also finds that price is no longer the only measure of value for Malaysian consumers [8]. Why it matters: Lazada is making seller credibility and after-sales protection key selling points. Brand stores and LazMall sellers stand to benefit more, while unbranded sellers need to provide complete store information and clear after-sales commitments.

Image credit: 2026 eCommerce Savvy Shopper Report: Southeast Asia (Source: The Rakyat Post)

Cube Data: TikTok Shop’s First-Half GMV in Thailand Surpasses Shopee for the First Time

Citing Cube data, Beluga Global reported that TikTok Shop Thailand’s GMV reached $9.9 billion in the first half of 2026, up 116% year over year; Shopee’s was approximately $9.8 billion, up 32% year over year [10]. In the second quarter, TikTok Shop consumers in Thailand placed an average of 11.8 orders per quarter, compared with 9.9 on Shopee [10]. Why it matters: Thailand is one of the Southeast Asian markets where content-driven commerce accounts for the largest share of e-commerce. Sellers focused solely on traditional marketplace commerce should assess their presence on TikTok Shop.

Figure: Data from the Cube Tradewinds dataset for the first half of 2026. All figures are estimates (Source: Beluga Global (TT123 Cross-Border Headlines))

By the Numbers

• 1% → 1.5%: Service fee for select lifestyle categories on TikTok Shop Philippines, effective November 1 [2]
• $9.9 billion: TikTok Shop Thailand’s GMV in the first half of 2026 (Cube estimate) [10]
• 21,756: Number of brands on Lazada Malaysia as of September 2026 [7]
• 37.6%: Share of refund requests automatically processed by Refund Agent on Lazada Malaysia [9]
• 8 digits: Length of Singapore’s Safety Mark registration number, which must match the model listed for sale [13]

News Briefs

• Shopee Vietnam: Starting October 26, the express shipping rate policy will expand to cover Favorite Shop sellers with pickup addresses in Hanoi [11]
• TikTok Shop Vietnam: Starting October 20, sellers can apply for category approval to sell certain over-the-counter (OTC) medications and therapeutic products [12]
• TikTok Shop Singapore: Controlled goods must display a valid Safety Mark. The requirement takes effect October 23 for newly listed products, with a grace period until January 25, 2027, for existing listings [13]
• TikTok Shop Southeast Asia: The live auction feature was revamped with the October 22 update to the official page. Eligibility requires a shop rating above 3.0 and fewer than 24 violation points; auctions cannot be stopped once they begin [14]
• Shopee Malaysia: Hosted the Shopee Superstar Awards 2026 for affiliate creators, streamed the ceremony on Shopee Live, and kicked off the countdown to 11.11. The market has more than 1 million registered affiliate creators [15]
• Sea: Launched its enterprise cloud business, Sea Cloud, while its financial services arm, Monee, may pursue a separate listing. Following the announcement, the stock fell from $88.67 to $82.06 [16]
• TikTok Shop 11.11: Sellers in Singapore, Malaysia, Vietnam, the Philippines, and Thailand are affected. Singapore’s short-video coupon window runs from October 24 to November 6; registration periods that closed in October cannot be reopened for late applications [17]

What Sellers Should Do

In our view, this week’s common thread is platforms tightening controls while raising fees ahead of major sales events: TikTok Shop is keeping traffic on-platform, raising listing requirements, and slightly increasing fee rates, while Shopee and Lazada are competing for shoppers with extended sales campaigns and trusted shopping experiences. Here are three specific recommendations:

1. TikTok Shop local sellers in the five countries, especially those who rely on creators and livestreams: Before the concentrated rollout of 11.11 content, check product descriptions, bios, comment sections, video covers, and anchor links for external links and contact information, and update creator collaboration scripts accordingly [1].
2. TikTok Shop Philippines lifestyle sellers: Before November 1, recalculate promotional prices and coupon values using the 1.5% service fee to keep it from eating into profits on sale orders [2].
3. TikTok Shop Thailand sellers in regulated categories such as food, cosmetics, and medical devices: Verify the number of digits in FDA registration numbers and complete all required attributes. For foods claiming to be “high in protein” or to “boost immunity,” confirm that they have a registration number before listing them [5][6].

What to Watch Next

• October 31: Deadline for TikTok Shop Malaysia’s 11.11 short-video tasks [17]
• November 1: Service fee increase for the lifestyle category on TikTok Shop Philippines takes effect [2]
• November 11: Shopee Indonesia’s 11.11 Big Sale ends [3]
• January 25, 2027: Safety Mark grace period for existing product listings on TikTok Shop Singapore ends [13]

References

1. TikTok Shop tightens rules on directing traffic off-platform in five Southeast Asian countries, specifying seven types of violations — TT123 Seller Navigator, accessed October 27, 2026
2. TikTok Shop Philippines adjusts fee rate; Southeast Asia's e-commerce market could exceed $200 billion for the first time; Taobao Malaysia upgrades cross-border shopping with five-day delivery and 1,400 local return locations — AMZ123 Cross-Border Headlines, accessed October 27, 2026
3. Shopee 11.11 Big Sale offers discounts of up to 90%, teams up with girl group no na — Radar Madura (JawaPos), accessed October 27, 2026
4. Shopee 11.11 Big Sale deals through November 11, 2026: iPhone 17 Pro Max for Rp11,000 and discounts of 90% — Hybrid.co.id, accessed October 27, 2026
5. TikTok Shop product attributes now gate Thailand listings — Kolvant, accessed October 27, 2026
6. TikTok Shop Thailand FDA rules now have one guide — Kolvant, accessed October 27, 2026
7. Lazada Malaysia Records 20 Pct Rise In Brands On Platform — Bernama (BernamaBiz), accessed October 27, 2026
8. Study finds only one in five Malaysians are savvy online shoppers, leaving RM3.67b gap — Malay Mail, accessed October 27, 2026
9. One In Five Malaysian Online Shoppers Are 'Savvy', The Rest Are One Click From Joining Them — The Rakyat Post, accessed October 27, 2026
10. TikTok Shop overtakes Shopee in Thailand for the first time, with first-half GMV up 116% — Beluga Global (TT123 Cross-Border Headlines), accessed October 27, 2026
11. Shopee Vietnam expands the scope of product fee rates for express delivery channels, effective October 26 — Chwang, accessed October 27, 2026
12. TikTok Shop Vietnam opens applications for the over-the-counter medicine category — TT123 Seller Navigator, accessed October 27, 2026
13. What is the TikTok Shop Singapore Safety Mark requirement? — Kolvant, accessed October 27, 2026
14. TikTok Shop live auction overhaul for Southeast Asia — Kolvant, accessed October 27, 2026
15. 11.11 Countdown Begins At Shopee Malaysia Affiliate Awards — The Rakyat Post, accessed October 27, 2026
16. Singaporean tech company Sea Ltd. launches neocloud subsidiary — DCD (DatacenterDynamics), accessed October 27, 2026
17. When is the TikTok Shop 11.11 sale in Southeast Asia? — Kolvant, accessed October 27, 2026