TikTok Shop hosted its first-ever TikTok Shop Creator Fest 2025 in Singapore — celebrating how content meets commerce, and showcasing how creators are transforming their passions into thriving businesses.
From livestreaming marathons to the viral rise of #TikTokMadeMeBuyIt, creators have been at the heart of TikTok Shop's journey. TikTok Shop Creator Fest highlighted their impact, offering a glimpse into how creators and brands can spark discovery, build communities, and turn engagement into measurable sales.
Since launching in Singapore in 2022, TikTok Shop has become one of the largest e-commerce platforms in Southeast Asia. The number of affiliate creators has more than doubled year-on-year, with creators streaming and creating more content than ever. In the past year alone*, TikTok Shop saw a 1.7x increase in LIVE hours streamed by affiliate creators and a 6.3x rise in e-commerce short videos.
This surge in content has powered remarkable growth: overall affiliate Gross Merchandise Value (GMV) doubled, LIVE GMV rose 136%, and short video GMV grew 95%. These milestones reflect the impact of discovery commerce in action, where content, connection and conversion drive measurable results.
Claire Si Ting (@spotclaire); Nicole Chow (@nicolechowww); Parisa Bong, TikTok Shop Creators Team; Grace Koh (@gracedotc0m); Fredy Chia (@fredyjays)
Connecting Creators and Brands
At Creator Fest, TikTok Shop spotlighted some of its most inspiring creators:
- Fredy Chia (@fredyjays) channelled his high energy and gift of the gab into a five-figure livestreaming career, building one of TikTok Shop’s most engaged communities.
- Claire Si Ting (@spotclaire) transitioned from marketer to full-time livestream host. Supported by the TikTok Shop LIVE Academy, she now partners with top brands to bring joy to her community.
- Grace Koh (@gracedotc0m) turned curiosity into a thriving creator career, now sharing insights via videos and training the next wave of TikTok creators.
- Nicole Chow (@nicolechowww) ventured into livestreaming for fashion brands and later transitioned into affiliate livestreaming on her own channel. She then leveraged her experience to set up the agency Kaizen Media, helping brands scale their presence on TikTok Shop.
Brands including Dixmondsg (@dixmondsg), Table Matters (@tablematterssg), Angel Haven (@angelhavensg), Krafter (@krafter.official), Fine Today (@finetodayjapanbeautysg) also participated in Creator Fest, illustrating how they connect with creators to reach audiences, build trust, and turn discovery into growth.
Stories that spark
"The way people discover and shop has changed dramatically, and creators are leading this transformation. They bring products to life and connect with audiences like never before. At TikTok Shop, we’re honoured to be at the forefront of this ecosystem, helping businesses, creators, and consumers engage and grow together in more meaningful ways." said Leon Koh, Fashion Lead and Seller Management Lead at TikTok Shop Singapore.
Fredy Chia (@fredyjays) echoed this, saying, "When I first started livestreaming, I never expected to form the thriving career that I have today. TikTok Shop has opened doors to new opportunities, brands, and a community I love."
With Creator Fest 2025, TikTok Shop demonstrated its role as a growth engine for both creators and brands — where discovery, connection, and commerce blends seamlessly.
Kickstart your journey on TikTok Shop at the TikTok Shop Academy and TikTok Shop LIVE Host Academy, and learn how to boost sales and grow your brand alongside creators.
*Source: Internal data; October 2024 vs September 2025