Transforming businesses through social commerce

In just a few short years, TikTok Shop has emerged as one of the most powerful sales platforms in Southeast Asia. With its seamless in-app purchasing, endless stream of short-form content, and a highly engaged audience, the platform is transforming how consumers discover and buy products online.

For small and medium enterprises (SMEs) in Singapore, TikTok Shop offers a new channel for growth, and one that doesn’t require a big budget or a massive team. At a recent workshop co-hosted by DBS and TikTok, small business owners got a hands-on look at how to make the most of the platform. 

Featuring expert guidance from TikTok Shop and creative agency Boom Digital Media, here are five key strategies SMEs can use to start and scale their social commerce journey.

 

1. Work with TikTok affiliate creators to Kickstart Sales

If you are unsure where to begin, affiliate marketing is your low-risk launchpad. Instead of fronting high marketing costs, you can partner with TikTok creators who only earn a commission when they make a sale. All you have to do is send over your product and provide key talking points.

SMEs owners do not even need to appear on camera. Creators with their own loyal followings can sell on your behalf through live streams or pre-recorded videos, helping you gain visibility and build trust without the spotlight.

“You only pay when a sale is made. That is almost risk-free for SMEs,” said Boom Digital Media’s CEO Ng Ming Wei. “And the more creators you test, the more likely you will find the right fit for your product.”

2. Let Creators Generate Content (So You Don’t Have To)

Once sales start coming in, build momentum with content that reinforces your brand. Again, you do not have to do this yourself. Affiliates can create diverse video content that shows your product in action, in formats that feel authentic and relatable to their followers.

When potential customers land on your TikTok Shop page and see real people using and reviewing your products, they’re more likely to buy. You can even reuse this content on your own profile to grow your brand presence.

3. Bundle Smart for Higher-Value Purchases

TikTok Shop is not just about selling single items, it’s also a great place to increase average basket size. One way to do that is through smart bundling. For instance, selling a toothbrush, toothpaste, and mouthwash as a bundle can be more persuasive when explained during a live stream.

Hosts can walk viewers through how each item fits together and even create urgency with limited-time offers or freebies. Bonus tip: Make your product listings eye-catching with savings messages like “Save $20” or “Buy 3 for $50”.

4. Use TikTok Ads to Scale What Works 

Once you have figured out what content drives conversions, amplify your reach with ads. TikTok’s ad manager tools are beginner-friendly and help you target the right audience based on actual purchase behaviour.

Start small, test different creatives and targeting settings, and scale gradually as results come in. Whether it is boosting a high-performing video or promoting your live stream, ads are the fuel that can turn a trickle of orders into a steady stream.

5. Build Long-Term Creator Partnerships

While short-term campaigns are great for testing, sustained success on TikTok Shop often comes from long-term partnerships. Once you find affiliates who sell well for your product, keep working with them. Their audience becomes more familiar with your brand over time, and conversions usually improve after multiple exposures.

As Ming Wei shared, some top-performing creators started small but eventually drove four-figure sales in a single stream because they believed in the brand and built trust with their followers.

Final Tip: Get Your Operations in Order

A smooth backend is key to sustaining success on TikTok Shop. This includes fulfilling orders promptly (within two working days), keeping your store rating high, and optimising your listings for clarity and value. A high-performing shop attracts better creators and builds more trust with customers.

Ready to Start? DBS Can Help.

Whether you are a seasoned merchant or just starting out, DBS offers tailored support for SMEs looking to transform their business with the right support:

• Heartland Merchant Package: Designed for hawkers and neighbourhood retailers, this package supports businesses with tools for cashless payments, working capital loans, and digital marketing support.
• StartUp Package: Ideal for early-stage businesses, this includes multi-currency accounts, access to startup perks, and fast-track onboarding.