In July 2025, the women's fashion category on TikTok Shop Malaysia demonstrated strong and resilient growth. According to data from Gloda, total orders reached 6.109 million, marking a 14.95% month-on-month increase, while total GMV surged to RM115 million, up 18.83% from the previous month.

This impressive growth is especially noteworthy amid an environment of rationalized consumption and intensified competition.

The momentum wasn’t driven by a single factor, but rather a combination of price positioning, content adaptation, category diversification, and livestream expansion. Notably, while the number of short-form videos dropped by 14.85%, livestream sessions soared by 35.98%, indicating a clear shift toward a conversion-first content model.

This report leverages Gloda’s market-wide analytics to break down the evolution of the women's fashion category across four key dimensions: industry trends, price band performance, subcategory analysis, and competitive opportunities, offering actionable insights for brands, cross-border sellers, and content creators.

1. Market Overview: Livestreaming Fuels GMV, Content Structure Is Being Rebuilt

The overall sales pace in the women's fashion category clearly accelerated this month. With GMV up nearly 19% and average order value increasing by 3.38% to RM18.9, it’s clear that value-for-money products with strong styling scenarios continue to resonate with consumers.

However, the content ecosystem is shifting. Video volume dropped to 24,000 posts (-14.85% MoM), while livestream sessions surged to 3,983 (+35.98%).

This reflects a broader trend of "less quantity, more quality", as merchants and creators increasingly shift from mass short-form content to high-conversion livestream formats. In a landscape where livestreaming resources are limited, a product's ability to perform visually and narratively on-stream is now critical to breakout success.

2. Price Band Analysis: RM10–RM40 Is the Prime Revenue Zone

The RM10–RM40 price range remained the battleground for the category:

• RM10–RM20 accounted for the highest number of units sold (over 2.5 million orders)
• RM20–RM40 dominated in GMV, contributing RM49.86 million—nearly 43% of the category’s total GMV

Together, these two price bands attracted over 38,000 active SKUs and 30,000+ creators, forming the core engine of both content generation and product movement.

What’s more, high-frequency, low-price bundled products proved especially effective in livestream scenarios and lower-tier consumer segments.

All top 3 bestselling products this month were basic wardrobe essentials priced around RM2–RM3, such as socks, panties, and seamless bras—optimized for affordability, repeatability, and bundled upselling.

3. Subcategory Insights: Steady Core Growth, Breakouts in Sets & Specialwear

While women’s tops (RM34.25M) and bottoms (RM33.01M) continued to dominate—representing 29.74% and 28.67% of GMV respectively—several smaller categories stood out for their explosive growth:

• Specialwear (e.g., Muslim fashion, ceremonial outfits): +24.53% YoY to RM6.94M
• Sets & One-Piece Garments: +36.92% growth, with livestream GMV reaching RM208K
• Loungewear & Pajamas: +10.7% growth, performing well in emotional/relatable content contexts

These trends suggest that "non-typical styling scenarios"—products with clear visual impact and emotional resonance—are quickly becoming breakout segments in livestream-driven commerce.

4. Competitive Landscape: Small Shops Thrive with Bestsellers, Low-Price Styling Wins Streams

Among the top 10 stores in the women’s fashion category, only one surpassed an 8% market share—highlighting a highly fragmented playing field that still offers plenty of room for new entrants.

Top performer Panda Eyes achieved GMV of RM11 million, up 58.79% MoM, with a standout hero product: the "SOCKS HOUSE Bundle" priced at just RM0.79, with nearly 190,000 units sold.

This is a classic "low price + high repeatability + content-ready" formula in action.

Other fast-growing stores like ZANZEA, KHANI, and ZUCCA also thrived with RM10–RM30 products and strong content strategies—especially leveraging before/after try-ons, real model showcases, and daily outfit vlogs to increase product perceived value.

5. Key Takeaways & Strategic Recommendations

Based on July’s data trends, here are four recommendations for sellers operating in the Malaysia TikTok Shop women’s fashion vertical:

1.Double down on livestreaming conversions

The ecosystem is moving from short video to live commerce. Build out creator partnerships or in-house hosts to secure consistent live traffic and conversions.

2.Focus on RM10–RM40 price band

This remains the largest and most efficient revenue zone. Low- to mid-range pricing works particularly well for bundled fashion and everyday items.

3.Explore "non-traditional" styling categories

Specialwear, loungewear, Muslim fashion, and matching sets have growth potential due to strong storytelling and visual appeal.

4.Prioritize products with strong content adaptability

Items with clear value propositions—multi-wear options, slimming effects, utility features—perform better in both livestream and video formats.

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