大数跨境&小数汇智：2025TikTok shop新市场洞察报告

Core Insights - The report highlights the integration of short videos and social e-commerce, driven by digital technology, creating new cross-border trade models, with TikTok e-commerce emerging as a significant part of global consumer lifestyles, particularly in emerging markets like Mexico, Spain, and Malaysia [1][12]. Global E-commerce and TikTok Ecosystem Overview - The global e-commerce market is projected to reach $18.77 trillion in 2024 and grow to $75.12 trillion by 2034, with a compound annual growth rate (CAGR) of 14.9% [1][16]. - Mexico leads the world in e-commerce retail growth with a 25.1% increase in 2023, supported by an expected internet penetration rate of 98% by 2029 [1][16]. Emerging Market Analysis Mexico Market - As the second-largest economy in Latin America, Mexico's GDP reached $1.79 trillion in 2023, with an estimated e-commerce market size of $32.79 billion by 2025 [2][39]. - Popular product categories include beauty and personal care (33.56%), electronics (19.54%), and health products (18.81%), with significant sales growth observed post the launch of TikTok's Mexican site [2][3]. - Challenges include competition from local platforms like MercadoLibre and Amazon, leading to intense price wars [3]. Spain Market - Spain is the fourth-largest e-commerce market in Europe, with a projected market size of $39.81 billion by 2025 [4]. - Dominant product categories are beauty and personal care (20.59%) and electronics (19.94%), with potential in mother and baby products and furniture [4][5]. - The market faces challenges from traditional platforms like Amazon, necessitating trust-building measures [5]. Malaysia Market - Malaysia, a key Southeast Asian economy, had a GDP of $400 billion in 2023, with an expected e-commerce market size of $12.26 billion by 2025 [6]. - Key product categories include beauty and personal care (36.53%) and Muslim fashion (19.37%), with growth potential in smart home and food and beverage sectors [6][7]. - The market is challenged by local platform monopolies in payment and logistics, requiring TikTok to enhance its transaction ecosystem [7]. TikTok E-commerce Core Advantages and Future Trends - TikTok's "content as a shelf" model, leveraging short videos and live streaming, is particularly effective in markets with high mobile penetration and young user demographics [8]. - Future competition will focus on content operation capabilities and localization, with brands needing to optimize product selection and deepen engagement in niche markets [8]. - TikTok Shop is becoming a crucial growth engine in cross-border e-commerce, with businesses encouraged to align with market characteristics and enhance content innovation [8].