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But the social platform has gained traction and notoriety domestically thanks to an influx of overseas 鈥淭颈办罢辞办 refugees鈥� from the temporary ban in the US. China鈥檚 ecommerce players pivot to Asia-Pacific. As trade tension with the US rises, AliExpress, Shein, Temu, and TikTok Shop have accelerated their push into Asia-Pacific.

Poshmark and ThredUp may benefit from rising merchant prices on TikTok Shop and Amazon, where many third-party sellers get their items from China. Hubs for online ad spending鈥攊ncluding Facebook, Pinterest, and TikTok鈥攃ould see revenues decline if international companies like Temu and Shein reduce their budgets.

In Vietnam, 37% and 36%, respectively, of internet users ages 18 to 63 use TikTok Shop and Facebook for ecommerce, according to a Q4 2023 Decision Lab report. In addition, TikTok Shop retail ecommerce sales across the six major markets in Southeast Asia amounted to $16.3 billion in 2023, behind only Shopee ($55.1 billion) and Lazada ($18.8 billion), per Momentum Works.

Asia-Pacific is key to TikTok鈥檚 growth thanks to its expanding number of users, swelling middle class, and friendlier political environment. Which countries are leading the way, and how will TikTok continue its growth?

TikTok looks strong in Asia as it faces bans elsewhere: Countries including Indonesia, Vietnam, and Thailand fuel the app's growth in its home region.

In terms of retail growth, the market trails only the Philippines, Vietnam, Russia, and Argentina. Walmart鈥檚 Flipkart and Amazon India will command 31.3% and 30.0% of retail ecommerce sales shares, respectively, followed by Reliance Retail with a 7.2% market share.

Elon Musk鈥檚 reign over Twitter stirs chaos and user losses in Asia-Pacific. The region is propping up Facebook user growth that is flagging in most of the world. And TikTok is looming large among marketers as its popularity skyrockets.

Nearly 50% of social network users in Thailand will be TikTok users, giving the country the highest TikTok penetration in the world, according to our forecast. The US will rank second, with 45.3% of its social users on TikTok. We expect penetration in the US will be as high as 49.1% by the end of 2026.

The trend: Instagram is gaining momentum across Asia-Pacific, fueled by India鈥檚 2020 TikTok ban and a projected 10% user growth in that market for 2025. Japan鈥檚 forecast has also climbed, with 44.4 million users expected next year. Our take: Instagram鈥檚 rise isn鈥檛 just reactive鈥攊t鈥檚 a sign of strong localization and feature depth. With TikTok facing stricter laws in Australia and Southeast Asia, Instagram鈥檚 Reels and group-channel tools position it as the more stable, advertiser-friendly option. Brands targeting APAC should reevaluate platform strategies as Instagram captures more of the region鈥檚 fast-changing digital attention.