In a collaborative effort, TikTok and Thailand’s Department of Internal Trade have drastically elevated durian sales on TikTok Shop, underscoring live commerce as a significant conduit for Thai agricultural commodities. The initiative led to a tenfold surge in durian sales, facilitated by more than 89,000 live durian broadcasts on the platform in the past quarter. Remarkably, a new live session was initiated approximately every 90 seconds, lasting an average of 118 minutes.
During the apex of the durian harvest season, the gross merchandise value for the fruit surged by a factor of 10.6 in comparison to the average weekly sales recorded prior to the campaign. A key contributor to the success of this venture has been TikTok’s creator ecosystem. Over 1.8 million creators generate content that correlates with products available on TikTok Shop.
Content creators aren’t the only ones to credit for the success of this fruitful venture; farmers and local influencers have also climbed aboard the bandwagon. By actively promoting their produce through live streams, they’ve facilitated consumer discovery of agricultural products. The campaign has effectively doubled the number of fruit purchasers on TikTok Shop, year on year. Furthermore, total fruit orders have seen an impressive 134% increase in the first half of 2026.
Notably, almost half of the consumers who bought durian via the platform returned for another purchase within the same season. This indicates a trend of stronger repeat-buying behavior among online shoppers.
Yanee Srimanee, the Deputy Director-General of the Department of Internal Trade, anticipates that Thailand will produce approximately 2.07 million metric tons of durian this year. The majority (70%) of this yield is slated for export, with the remaining being distributed in the domestic market.
The department aims to bolster domestic consumption and sees the collaboration between public and private sectors as a key strategy in connecting farmers with consumers. TikTok Shop has been a crucial tool in enhancing digital skills and creating new avenues for agricultural products to reach online markets.
Chanida Klyphun, TikTok’s Director of Public Policy for Southeast Asia, characterized the departmental partnership as a crucial step towards broadening Thai farmers’ entry into the digital economy. This includes skill development and the adoption of live commerce as a sales strategy.
As the eastern Thailand durian season wraps up, TikTok and the department have plans to continue supporting durian sales from the southern region of the country. The collaboration also aims to expand the program to other agricultural products and farming communities and to leverage content, creators, and e-commerce to widen market opportunities.
What has been the impact of the TikTok and Department of Internal Trade initiative on durian sales?
The collaboration led to a tenfold increase in durian sales on TikTok Shop, with over 89,000 live durian broadcasts in the past quarter.
What strategies were key to the success of the campaign?
The success of the initiative can be attributed to the active participation of content creators, farmers, and influencers, and a strong emphasis on live commerce.
What are the future plans of this collaboration?
The partnership plans to continue supporting durian sales in the southern region of Thailand and aims to expand the program to other agricultural commodities and farming communities.
