KUALA LUMPUR, El Sky News – TikTok Shop has announced a major commitment to empowering local entrepreneurs by pledging to host over 1,000 “All-Star LIVE” sessions across Malaysia throughout 2026. The initiative aims to bridge the gap for Micro, Small, and Medium Enterprises (MSMEs) in the competitive digital marketplace.
Driving Growth through Shoppertainment
The “All-Star LIVE” program is a premium interactive shopping experience that merges entertainment with commerce—a concept known as “shoppertainment.” By partnering with high-performing affiliate creators and well-known celebrities, TikTok Shop helps local brands reach millions of potential customers through engaging, real-time broadcasts.
Nur Azre Abdul Aziz, Senior Lead of Strategic Partnerships at TikTok Shop Malaysia, highlighted the success of the format during the TikTok Shop Mall Ascend event.
“In 2025, our 100 All-Star LIVE sessions helped participating Mall brands record an average sales surge of over 160% compared to normal days,” she stated.
Strengthening Consumer Trust
The initiative specifically targets brands within TikTok Shop Mall, a dedicated segment for verified sellers. According to the platform, brands under the “Mall” umbrella grew 2.3 times faster than general marketplace sellers this year. This growth is attributed to features that build buyer confidence, such as:
- 100% Authenticity Guarantee: Ensuring customers receive genuine products.
- 30-Day Free Returns: Providing a risk-free shopping experience.
- Super Brand Days: Specialized marketing pushes for high-performing labels.
Celebrating Local Success
The announcement coincided with the recognition of several top-performing Malaysian brands that have successfully scaled their operations on the platform. Household names such as Senheng, PerySmith, Ceecile Women Sportswear, and Panda Eyes were among those honored for their excellence in digital retail.
By scaling up to 1,000 sessions next year, TikTok Shop intends to transform more local MSMEs into “household names,” ensuring that Malaysian-made products remain at the forefront of the regional e-commerce evolution.
