How TikTok UGC Turns Browsers into Buyers in Southeast Asia

It begins with something most of us can relate to. You’re relaxing at the end of the day, casually scrolling through TikTok. A short video pops up of someone trying out a new skincare serum. The creator isn’t a celebrity—it’s just a regular person speaking directly to the camera, showing their genuine reaction. Before you know it, you’re intrigued, tapping into the store link, and considering a purchase. What just happened is the magic of TikTok user-generated content (UGC), and it’s transforming how people in Southeast Asia shop online.

TikTok has evolved far beyond a social entertainment platform. It has become one of the region’s most powerful engines for e-commerce growth. In Southeast Asia—where mobile-first consumers, vibrant youth culture, and rising digital spending intersect—TikTok UGC is turning casual browsers into paying customers at record speed.

TikTok’s Role in Southeast Asia’s Digital Economy

Southeast Asia is one of the fastest-growing digital markets in the world. According to the Google-Temasek-Bain e-Conomy SEA report (2024), the region’s e-commerce sector is projected to hit $230 billion by 2026, with markets like the Philippines, Indonesia, and Vietnam leading the charge. What’s fueling this growth? Social commerce—and TikTok is at the center.

TikTok has more than 325 million active users in Southeast Asia (DataReportal, 2025). Engagement is higher than on almost any other platform, with average daily usage exceeding 90 minutes. Importantly, TikTok is not just for entertainment. The introduction of TikTok Shop blurred the lines between content and commerce, creating an ecosystem where consumers discover, evaluate, and purchase products all in one flow.

Unlike traditional ad-heavy platforms, TikTok thrives on authenticity. UGC is the currency that drives both trust and conversions. In fact, a TikTok Marketing Science study (2024) revealed that 77% of TikTok users say they have been inspired to buy a product after seeing it on the platform.

Why UGC Works Better Than Ads

Consumers in Southeast Asia are highly discerning. They are young, digital-savvy, and skeptical of traditional advertising. This is why UGC works so effectively—it’s not just content, it’s social proof.

Three psychological levers make UGC more powerful than ads:

1. Relatability
   UGC feels natural and authentic. A beauty creator recording on their phone in their bedroom feels closer to a friend than a corporate ad. Relatable storytelling makes the content believable.
2. Trust Through Social Proof
   When viewers see people like themselves using a product, they are more likely to trust it. Reviews and testimonials woven into video content act as persuasive nudges.
3. Entertainment First, Sales Second
   TikTok’s culture is built on humor, trends, and authenticity. UGC that entertains while showcasing a product bypasses ad fatigue and encourages organic engagement.

The impact is measurable. Studies show that UGC ads on TikTok achieve up to 4x higher click-through rates than brand-produced ads. Engagement is higher, and cost-per-acquisition is lower. For brands, this isn’t just about impressions—it’s about conversions.

The Path from Browsing to Buying

TikTok UGC guides users through a purchase journey that happens almost subconsciously:

• Discovery: A user encounters a short, engaging UGC video featuring a product. It doesn’t feel like an ad, so curiosity kicks in.
• Trust Formation: The creator shares honest feedback or shows the product in action, which builds credibility.
• Engagement: Likes, comments, and shares reinforce the perception that others find the product worthwhile.
• Impulse Purchase: With TikTok Shop integration, the leap from interest to purchase is as easy as tapping a button.

This journey is fueled by authenticity at every stage. And for Southeast Asian consumers—who increasingly prefer relatable experiences over polished campaigns—this is exactly why UGC converts so effectively.

E-Commerce Categories Where TikTok UGC Excels

Certain product categories perform exceptionally well with TikTok UGC in Southeast Asia:

• Beauty and Skincare: Unboxing, tutorials, and before-and-after transformations dominate feeds. Filipino and Indonesian creators, in particular, drive significant traction in this space.
• Fashion: Outfit hauls and styling tips resonate with younger audiences, often leading to quick purchases.
• Food and Beverage: Recipe hacks, café reviews, and snack discoveries spread virally across borders.
• Home and Lifestyle: From cleaning products to décor, practical demonstrations show immediate value.

Each of these categories benefits from UGC’s ability to simplify decision-making. Seeing a real person demonstrate results makes consumers feel confident about trying a new product.

The Southeast Asian Advantage

Southeast Asia has unique cultural and market dynamics that make TikTok UGC especially powerful:

• Community-Oriented Culture: Word-of-mouth has always been strong in the region. TikTok UGC is essentially digital word-of-mouth at scale.
• Mobile-First Audiences: With over 90% of internet users accessing online platforms via mobile, TikTok’s vertical video format is perfectly suited.
• Young Demographics: The median age in countries like the Philippines is under 26, aligning perfectly with TikTok’s audience base.
• Cross-Border E-Commerce: Regional platforms like Shopee and Lazada integrate easily with TikTok campaigns, enabling smooth product discovery to checkout experiences.

This unique environment means UGC isn’t just effective—it’s essential.

Campaign Strategies That Convert

Brands in Southeast Asia are using creative approaches to maximize TikTok UGC campaigns. Here are some proven strategies:

• Unboxings with Personality
  Viewers love seeing the excitement of opening a package. It creates anticipation and relatability. When explained by creators with engaging personalities, conversions rise.
• Short Tutorials
  Simple, step-by-step demonstrations give instant value. For example, a 20-second skincare routine or a snack hack keeps viewers watching and buying.
• Before-and-After Transformations
  Transformation content—whether in fitness, beauty, or home—delivers visual proof. These clips spark curiosity and encourage impulse purchases.
• Trend Integration
  Tapping into trending sounds, dances, or memes boosts organic reach. Products introduced within trending formats blend naturally into the TikTok ecosystem.

Each of these strategies works even better when brands collaborate with everyday creators instead of only high-profile influencers. Relatability often outweighs follower count.

Statistics That Show the Power of TikTok UGC

Numbers reinforce what brands are seeing anecdotally:

• UGC videos drive 50% more engagement compared to polished branded content (Hootsuite, 2025).
• Consumers are 2.4x more likely to view UGC as authentic compared to company ads (Nielsen, 2024).
• Campaigns with UGC reduce cost-per-acquisition by up to 30% compared to traditional influencer posts (Meta Business Insights, 2024).
• 40% of Indonesian online shoppers reported TikTok as their first point of product discovery in 2024.

For Southeast Asian brands, these aren’t just numbers—they’re signals of where consumer attention and trust truly lie.

How Brands Can Scale UGC Campaigns with Lemyi

For many businesses, the challenge isn’t knowing that UGC works—it’s knowing how to scale it. That’s where Lemyi comes in. Lemyi makes it simple for brands in Southeast Asia to:

• Hire creators quickly: Post a campaign, and creators apply within minutes.
• Hold payments securely: Funds are released only after content is approved, giving peace of mind.
• Target the right niches: From beauty and food to lifestyle and tech, brands can choose creators aligned with their market.
• Launch multiple campaigns at once: Brands don’t need to wait weeks for negotiations; scaling is as simple as posting more jobs.

By streamlining the creator hiring process, Lemyi allows even small e-commerce brands to compete at scale. Instead of struggling with scattered outreach, businesses can focus on what matters most: getting authentic content that drives conversions.

Looking Ahead

The future of e-commerce in Southeast Asia is inseparable from TikTok and UGC. The region’s consumers are demanding more authenticity, and they’re rewarding the brands that deliver it. TikTok UGC is no longer optional—it’s the frontline of digital growth.

For brands, the opportunity is clear: meet consumers where they are, create authentic moments of discovery, and transform casual browsers into loyal buyers. With the right strategy, and with platforms like Lemyi making execution simple, this future is already within reach.