TikTok东南亚用户超过4.6亿，电商、商业化均数据亮眼

Core Insights - TikTok has surpassed 460 million users in Southeast Asia, with Indonesia leading at over 160 million users, followed by Vietnam and Thailand with 70 million and 50 million users respectively [1][4]. User Engagement and Market Dynamics - TikTok Shop's gross merchandise volume (GMV) in Southeast Asia reached $38.2 billion, indicating significant market activity [4]. - The average order value (AOV) in Indonesia is approximately $5, which is notably lower than the $30 AOV in the U.S., suggesting higher purchase frequency among users in Southeast Asia [4]. Advertising Effectiveness - TikTok's return on ad spend (ROAS) in Southeast Asia is 1.7 times, meaning for every $1 spent, $1.7 is generated in revenue, outperforming other tested channels by about 2 times [4]. - When businesses run ads on TikTok alongside TV media for over 4 weeks, sales can increase by 9.4% [4]. Strategic Partnerships and Initiatives - TikTok signed a memorandum of understanding with Vietnam's Ministry of Culture, Sports and Tourism to support digital transformation and promote cultural exchange [5]. - The company is expanding its marketing partner program by adding 9 local agencies in Southeast Asia and including Australia to enhance regional service capabilities [4][5].