Meet our Members
Our new ‘Meet our Members’ series spotlights the diverse voices shaping digital marketing across the region. In this edition, we feature Sea Yen Ong, Head of Partnerships for Philippines, Thailand, Vietnam at TikTok and IAB SEA+India Regional Board Member. Discover TikTok’s vision for the region and how they’re leveraging IAB SEA+India to drive industry understanding of Shoppertainment.
Tell us about your company
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.
TikTok’s global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.
Across Southeast Asia, more than 325 million people come to TikTok every month and 15 million businesses use the platform. The role we’ve played in expanding economic opportunities, education and community-building in this region and around the world is immense.
TikTok Ads allow Southeast Asia businesses to attract customers, grow brand presence, boost conversations and generate sales with a unique full funnel, closed loop ecosystem.
What unique characteristics define digital marketing in Southeast Asia and India, and what current opportunities do these present?
Digital marketing in Southeast Asia and India is evolving rapidly, driven by a mobile-first audience. Consumers are increasingly turning to smartphones not just for browsing, but for purchasing, with platforms seamlessly blending entertainment and shopping—known as “Shoppertainment.” This concept, defined as content-driven commerce that seeks to entertain and educate first, has been key in transforming consumer habits. Shoppertainment, seen across platforms like TikTok Shop, Instagram, LINE, and WhatsApp, has reshaped the shopping experience, making it interactive and fun. This has fueled the region’s leadership in social commerce. PwC data reveals that in 2023, 56% of APAC shoppers purchased directly through social platforms, almost doubling from 2019. Brands now have a unique opportunity to leverage influencer-driven content and real-time engagement, turning entertainment into a seamless path to purchase. By embracing Shoppertainment, businesses can create deeper consumer connections, boost sales, and thrive in the future of digital marketing.
Considering the ever-evolving digital landscape in SEA and India, what is your company’s most significant ambition for the region that you feel will have the biggest impact?
TikTok’s ambition for Southeast Asia is to lead the next wave of digital retail through closed-loop commerce, where the entire shopping journey—from discovery to purchase—happens within the app. TikTok is transforming how businesses engage with audiences by blending short-form video, live streaming and advanced ad solutions to turn entertainment into conversions. The rise of TikTok Shop enables seamless integration of product discovery and transactions, allowing brands to track ROI and optimize campaigns in real time. Unlike open-loop platforms, TikTok retains all engagement signals within the platform, making it easier to target and reach audiences. With diverse content formats like videos, creator-led content, and live streams, TikTok ensures effective content delivery. This ambition aligns with the region’s growing demand for social-first shopping, offering brands a unique opportunity to thrive in Southeast Asia’s evolving digital economy while setting a new benchmark for e-commerce.
In what ways has your partnership with IAB SEA+India been most beneficial to your company?
IAB SEA + India has been instrumental in supporting TikTok’s efforts in promoting industry understanding of Shoppertainment, its opportunity and leveraging retail media networks such as TikTok to drive results. As a leading industry association, IAB has facilitated key conversations and initiatives that highlight the growing importance and deniable potential of social commerce in Southeast Asia. Through collaborative efforts, TikTok has been able to leverage IAB’s industry expertise and network to drive awareness around the evolving landscape of digital commerce, where content, community, and commerce intersect. Together, we aim to showcase how interactive, entertaining formats such as livestreaming and shoppable videos are transforming the way consumers discover and engage with brands. IAB SEA + India’s commitment to sharing best practices and insights has empowered marketers and advertisers in the region to better understand and embrace the opportunities within social commerce, ultimately shaping the future of how businesses connect with consumers online.
Reflecting on your time with IAB SEA+India, what has been your proudest moment as a regional board member?
During my previous tenure with IAB SEA + India through the years, I’ve been fortunate to have helped shape the “Representation in Advertising in Asia” report. Highlighting the urgent need for these principles in advertising across Southeast Asia and India, this report underscored how culturally relevant and inclusive advertising not only fulfills a moral responsibility but also enhances business outcomes. In my current tenure, I now am even more encouraged by the progressive plans that the collective board members have put together in our recent board meetings that are laser focused to promote, develop and growth the digital marketing and advertising transformation across Southeast Asia and India.