The TikTok Shop Raikan Raya 2025 campaign was a huge success, reporting a remarkable 100% sales growth for Malaysian micro, small, and medium enterprises (MSMEs), as well as local brands and creators. One of the major drivers of this success was the increase in local sellers participating in the platform. With over 1.7 million sellers joining forces with more than 3 million affiliate creators, the campaign offered a diverse range of products to meet customer demand.

This growth presents a golden opportunity for Malaysian sellers looking to harness the platform's full potential. Here's what local businesses can learn from TikTok Shop's success during the Raikan Raya campaign.
 

Top-Performing Product Categories During the TikTok Shop’s Raikan Raya 2025 Campaign

During the Raikan Raya campaign, several product categories performed exceptionally well. Muslim fashion, beauty and personal care, and food & beverages emerged as the top-selling sectors. These categories saw the highest demand, driven by consumer behavior around the festive season.

Muslim Fashion

Raya and Ramadan are important times for families and individuals to dress up, attend religious gatherings, and visit relatives. Sellers that offered stylish and comfortable Muslim fashion were able to tap into this cultural need.

Beauty and Personal Care

This category includes products such as skincare, makeup, and wellness items. During festive seasons, many people seek beauty and personal care products to look their best for gatherings, photoshoots, and special events.

Food and Beverages

Food and beverages are always in high demand during festive seasons, as special meals and treats are a significant part of celebrations. For Raya and Ramadan, products such as dates, cookies, traditional snacks, and ready-to-serve meals are popular.

For Malaysian sellers, this success underscores the importance of recognising and aligning with seasonal trends. You should focus on the products that are trending during these peak times and adjust your offerings accordingly.

By researching what products are in high demand and optimising your listings (e.g., product descriptions, images, pricing), you can attract more customers and stay competitive in the market.
 

Sustaining Success Beyond Raikan Raya 2025 Campaign

The Raikan Raya campaign showed amazing results, but if you want to keep that momentum, you can’t just stop after the event. Here’s how you can continue to grow:

Keep Posting and Engaging Regularly

TikTok works best when content is posted consistently. If you go quiet after a big campaign, you’ll lose visibility. To deepen customer relationships, you should:

• Keep making product videos.

• Reply to customer comments.

• Go live on your personal and seller account to talk directly to followers.

• Share behind-the-scenes, packing orders, customer reviews, etc.

Regular content = constant presence in people’s feeds.
 

Use TikTok’s Built-in Features

Apart from that, you can also use TikTok Shop’s tools and features to maintain momentum year-round. Utilise Tik Tok:

• Shoppable Videos: Create eye-catching product videos using built-in templates, content insights, and tools that help attract more viewers and turn them into customers.
   

• Video Shopping Ads: Promote bestsellers even when there’s no festive campaign.
   

• LIVE Shopping: Let buyers interact with your products in real time.
   

These tools help you stay relevant all year, not just during major events.
 

Build a Loyal Community

To discover what resonates with your audience, you can try using TikTok’s Keyword Insights. Start by searching hashtags relevant to your niche, for example, use #makeup or #skincare if you're in the beauty space. From there, you'll uncover related interests, hashtags, and even new subcultures to explore.

You can also find communities by being part of the conversation:

• Dive into the comment sections of trending posts

• Explore Stitches and Duets

• Observe how others engage with content in your niche

The more you understand your community, the better you can craft content that clicks, emotionally and commercially.
 

Use BigSeller to Maximise TikTok Shop Success

As you look to expand and scale your businesses on TikTok Shop, integrating BigSeller’s e-commerce solutions can provide invaluable support. BigSeller’s multi-marketplace platform enables you to manage your operations seamlessly, allowing for easy product listings across multiple channels, including TikTok Shop. With BigSeller’s inventory management tools, you can ensure that your stock is always up to date, avoiding out-of-stock issues that could hurt sales.

Additionally, BigSeller’s data-driven insights offer you the ability to track performance, optimise product listings, and identify trends, all of which are crucial for driving long-term success. You can use BigSeller to streamline your operations, manage customer relationships, and expand your reach beyond TikTok Shop.

By combining TikTok Shop’s unique engagement features with BigSeller’s comprehensive tools, you can maximise your success, not just during campaigns like Raikan Raya, but throughout the year.

Sign up for BigSeller, a free and powerful tool to help you manage multiple marketplaces, sync orders, automate shipping, and more.

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