TikTok unveiled its Malaysia Socioeconomic Impact Report 2025, highlighting its role in enabling digital-led economic growth in Malaysia by democratising entrepreneurship, empowering MSMEs, creating new income streams, and professionalising content creation.
The report, developed in collaboration with Kearney, finds that TikTok contributed approximately RM20 billion in Gross Value Added (GVA) – accounting for approximately 4% of Malaysia’s total digital economy – and supported 147,000 jobs nationwide through the ecosystem of creators, sellers, and businesses on TikTok, TikTok Shop, and TikTok LIVE.
“The findings presented in this report are based on independent research and analysis conducted by Kearney and provide a robust, evidence-based understanding of TikTok’s total socioeconomic contribution to the Malaysian economy,” said Gareth Pereira, Partner with Kearney. “Our analysis shows that the TikTok ecosystem has moved beyond being a purely entertainment platform and has emerged as a vital economic catalyst nurturing innovation, entrepreneurship, and inclusive growth.”
Supporting national development priorities
Officiated by Minister of Economy YB Tuan Akmal Nasrullah Mohd Nasir, the report’s findings align with Malaysia’s broader development agenda, supporting national priorities under MYDIGITAL, the National E-Commerce Strategic Roadmap (NESR), and the New Industrial Master Plan 2030 (NIMP), while reinforcing the focus on creative and digital services outlined in the 13th Malaysia Plan (RMK-13). These frameworks recognise creative and digital content industries as high-impact sectors critical to Malaysia’s transition towards a high-income, digitally driven economy.
Minister of Economy, YB Tuan Haji Akmal Nasrullah Mohd Nasir said, “Malaysia’s digital economy is entering a more important and more demanding phase of growth. Platforms such as TikTok are showing that digital participation can translate into real economic value by expanding opportunities for MSMEs, empowering creators, and opening new pathways for income and entrepreneurship. Under the aspirations of Malaysia MADANI and the direction of RMK13, our focus is to ensure this growth is not only fast, but also inclusive, trusted, and sustainable through strong collaboration between government, industry, and the wider digital ecosystem.”
As outlined in RMK-13, Malaysia’s creative and digital content industries are recognised as strategic, high-impact sectors, supported by policies aimed at strengthening digital services, entrepreneurship, and innovation. The Socioeconomic Impact Report highlights how TikTok’s ecosystem complements these priorities by allowing new forms of digital entrepreneurship, expanding access to markets, and supporting income diversification.
Plus, the report finds that the economic opportunities generated by TikTok are considered more productive, contributing a GVA per individual that is about 15% above the national average, underscoring the platform’s role in not only creating jobs and other monetisation opportunities but also elevating the overall quality and productivity of the labour force.
“TikTok is committed to fostering innovation, expanding inclusive access, and supporting the long-term sustainability of Malaysian creators and businesses, especially MSMEs, in alignment with the nation’s vision for a high-income, digitally resilient future,” said Firdaus Bin Fadzil, Public Policy Head of Malaysia at TikTok. “As the digital economy continues to evolve, we remain focused on building a trusted and inclusive ecosystem that drives meaningful economic value for the nation.”
A growing ecosystem for MSMEs and creators
Beyond topline figures, the report highlights how TikTok has evolved into a dynamic economic ecosystem that supports participation at scale. From MSMEs expanding beyond physical storefronts through TikTok Shop to creators building sustainable careers on LIVE, the platform is reshaping how Malaysian businesses reach customers and generate income.
TikTok Shop is home to 1.8 million local businesses in Malaysia, and TikTok recognises the need to support and equip these businesses with the necessary tools to thrive. To date, TikTok Shop has trained over 100,000 MSMEs in collaboration with government partners. Moreover, 97% of the businesses surveyed in the report view TikTok as an important source of revenue; these businesses also shared that selling through TikTok Shop has enabled them to develop valuable new skills, with the top three most developed being:
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Mastering digital marketing techniques (~80%)
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Creating engaging content (~74%)
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Managing live selling events that connect directly with customers (~69%).
The report also shows how TikTok enables content creators to transform their passion and creativity into viable careers on TikTok by establishing personal brands and securing diverse business collaborations, reflecting how digital storytelling has become a sustainable career path for Malaysians, fueling inclusive growth and reshaping livelihoods:
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Nearly 35% of content creators surveyed identified as full-time creators
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45% of content creators reported revenue above Malaysia’s minimum wage
Beyond direct contributions, the findings also point to a broader ripple effect, including job creation, skills development, and new digital career pathways, which reflect how platform-led ecosystems can support long-term economic resilience and inclusive growth.
One such example is Nurezqi Plant Care (@myhomefresh), a home nursery founded in Ipoh, Perak by horticulturist Munsur, who formulates his own fertilisers. During the 2020 pandemic, he realised he had to turn digital and tried multiple online platforms for sales. His breakthrough arrived with his first TikTok Shop livestreaming session, and the rest is history. Today, these livestreaming sessions help him earn up to RM 5,000 – RM 8,000 a month on TikTok Shop, roughly 80% of his total revenue, while allowing him to also connect with the community that he has built through TikTok.
Why this matters to Malaysians
As cost-of-living pressures and income resilience remain key concerns, the findings highlight how Malaysians are actively using digital platforms as practical tools to earn, sell, and grow. The report demonstrates how participation in the digital economy, whether through content, commerce, or livestreaming, creates real value for individuals, businesses, and communities across the country.
Other findings in the report include:
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Of the 97% of businesses that view TikTok as an important revenue source, 50% report that TikTok contributes more than 40% of their overall revenue
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40% said TikTok was the platform where they launched their business
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72% of businesses cite the ability to reach new audiences as their top benefit from being on TikTok
The Socioeconomic Impact Report provides a clearer picture of how digital ecosystems contribute to livelihoods, entrepreneurship, and long-term economic value, offering a timely perspective on how Malaysians are shaping and benefiting from the country’s evolving digital economy.
For more information or to access the TikTok Socioeconomic Impact Report 2025, click here.
Also read: Making Every Cent Count: TikTok Shop Records Over 100 Million Product Searches Daily in Malaysia!
