Asean SOAR Together Boosts 2,400 Southeast Asian MSMEs
The Asean Foundation and TikTok Shop's training programme has scaled over 2,400 micro, small and medium enterprises across Southeast Asia.
Updated on Nov. 14, 2026 in Local Shops
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Would you consider selling your products through live video on TikTok Shop?
The Asean Foundation and TikTok Shop have scaled more than 2,400 micro, small and medium enterprises through the Asean SOAR Together programme, now in its second year. Participants in the 2026 cohort reported sharp gains in TikTok Shop sales and video views after adopting live selling.
Why it matters
MSMEs make up about 99% of businesses across the Asean region, so digital selling skills can shape how many enterprises reach customers beyond their home markets. The programme aims to equip these businesses with the digital capabilities and market access needed in the Southeast Asian digital economy.
Reported figures for the 2026 cohort show a 700% rise in gross merchandise value and a 600% rise in orders on TikTok Shop after live selling, measured against each participant's earlier results. The report does not state how these gains compare with businesses outside the programme or whether they have persisted.
The players
Asean Foundation
The Asean Foundation is the regional organisation that initiated the SOAR Together programme in partnership with TikTok Shop.
TikTok Shop
TikTok Shop is the e-commerce arm of the TikTok short-video platform, through which participating businesses sell products and host live sessions.
The details
Through master classes, incubators and digital capacity building, the programme trains MSME artisans and social enterprises in live selling tools. Outstanding alumni present their business cases to policymakers, investors and industry executives at regional events, and the alumni network spans all 11 Asean member states.
Timeline
Friday: Asean Foundation executive director spoke at Manila Polo Club about the programme.
Market Landscape
The programme extends the Asean Economic Community's regional push to support micro, small and medium enterprises into live e-commerce, where platform-led selling is becoming a larger channel. It positions Southeast Asian small sellers within a fast-growing regional digital marketplace.
For small sellers across Southeast Asia, the programme shows that live selling on TikTok Shop can raise orders and revenue, though results will vary by business. Shoppers in the region may see more small and artisan brands appearing in live sessions as the programme grows.
The takeaway
For small businesses, the cohort results suggest that pairing products with live video can be worth testing as a sales channel. Starting with a clear product focus and tracking orders from each live session helps show whether the approach works for a given business.
Further reading
For more on how small sellers are finding customers, read about Local Shops.
Source note: This article includes information reported by The Edge Malaysia.
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Would you consider selling your products through live video on TikTok Shop?
