AUNZ Businesses Doubled International TikTok Ad Spend
Advertisers in the region increased their investment in overseas TikTok campaigns by 105% over the past year.
Updated on Oct. 1, 2026 in Marketing
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Data reveals that businesses from Australia and New Zealand ramped up international marketing efforts on TikTok by 105% over the past year. More than one in three major advertisers in the region now utilize the platform to reach customers beyond their home markets.
Why it matters
Companies are leveraging TikTok to gain deep consumer intelligence and create culturally relevant campaigns that drive international business growth. By utilizing community feedback, these brands effectively convert global online demand into tangible retail opportunities.
AUNZ businesses reported a 105% increase in international ad investment year-on-year. Currently, more than one in three major advertisers in the region are actively investing in overseas markets.
The players
Hismile
This is an oral care brand that operates in 16 markets and utilizes TikTok Shop to drive product sales.
Fuggler
This is a toy brand that leveraged TikTok content to generate 177 million hashtag views in 90 days.
TikTok
This is a global short-form video platform that hosts business events and facilitates international advertising campaigns.
The details
Brands like Hismile, which operates across 16 global markets, are using TikTok Shop to bridge the gap between viral online demand and physical sales. Meanwhile, the Fuggler brand demonstrated the platform's reach by accumulating 177 million hashtag views in the U.S. over a 90-day period.
Timeline
2023: Hismile launched its operations on TikTok Shop.
Past year: AUNZ brands doubled their international TikTok ad investment.
This week: TikTok hosted an event in Sydney for growing global businesses.
2026: Hismile is projected to generate $50 million in GMV on TikTok Shop.
Market Landscape
This surge in international ad spend reflects the broader adoption of the TikTok Shop integration for global e-commerce. It marks a significant shift as brands use social platforms to bypass traditional export barriers and scale directly in overseas markets.
Consumers in the U.S., UK, and Europe can expect increased availability of products from Australian and New Zealand brands as these companies expand their digital reach. This shift often results in more direct-to-consumer shopping options via social media apps.
The takeaway
Brands are finding success by using social media feedback loops to inform their product development cycles before entering new regions. Businesses looking to scale globally can mirror this approach by prioritizing community sentiment to tailor their creative assets for specific foreign markets.
What happens next
Hismile is expected to reach $50 million in gross merchandise value on TikTok Shop by 2026.
Further reading
Discover more about global advertising trends in our Marketing section.
Source note: This article includes information reported by Campaign Brief.
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