Shopping today is no longer just about price, speed, or convenience. It's about experience. As entertainment, commerce, and culture converge, platforms like TikTok Shop are reshaping how consumers discover, trust, and buy from brands.

We speak with Abby Ling, Managing Director of Southeast Asia at Nativex and an official TikTok Marketing Partner, about how “shoppertainment” is changing the rules of e-commerce in Malaysia. 

With the country now accounting for more than 10% of TikTok Shop sales in Southeast Asia, we discuss how creators are becoming entrepreneurs, how SMEs are scaling beyond borders, and what brands must understand to compete in this new attention-driven marketplace.

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