TikTok Shop Southeast Asia: How Lash Brands Scale Across SEA

TikTok Shop SEA by the Numbers: Why This Region Demands Your Attention

In 2024, TikTok Shop's global gross merchandise value (GMV) crossed $50 billion, and Southeast Asia accounted for the lion's share — over 60% of that total, by multiple analyst estimates. Indonesia alone is TikTok Shop's single largest market worldwide, larger than the United States. This is not an emerging opportunity; it is the most mature and battle-tested TikTok Shop ecosystem on the planet.

The numbers tell a compelling story. TikTok has over 125 million monthly active users in Indonesia, 67 million in Vietnam, 49 million in the Philippines, 44 million in Thailand, 28 million in Malaysia, and 4.5 million in Singapore. Cumulative monthly active users across these six markets exceed 320 million. More importantly, TikTok Shop's commerce penetration — the percentage of TikTok users who have purchased through the platform — sits between 45% and 60% across SEA markets, depending on the country. That is the highest social-to-commerce conversion rate of any platform in any region globally.

Beauty and personal care is the #1 product category on TikTok Shop in every SEA market except one (Thailand, where it ranks #2 behind fashion). In Indonesia, beauty accounts for approximately 28% of all TikTok Shop GMV, with skincare, makeup, and lashes among the top-performing subcategories. Vietnam and the Philippines each see beauty at 22-25% of platform GMV. For a lash brand, TikTok Shop SEA is not just a distribution channel — it is quite possibly the single most concentrated audience of beauty buyers you can access anywhere in the world.

Six Countries, Six Playbooks: TikTok Shop SEA Market Comparison

TikTok Shop operates in six Southeast Asian markets, and each has distinct seller dynamics, fees, fulfillment options, and consumer behaviors. Treating SEA as one homogeneous market is the fastest way to burn through your budget. Here is a detailed comparison:

Interpreting the Fee Structure

TikTok Shop's commission rates in SEA are remarkably low compared to Western platforms (Amazon charges 15-20% for beauty; Shopify's marketplace fees vary). The 2-4% commission plus 2% payment processing fee means you keep 94-96% of the sale price — before your product cost, shipping, and marketing spend. This is one reason SEA seller margins can be healthier than they appear at first glance, despite lower retail price points. However, the hidden cost is content: you or your affiliates must produce consistent, high-quality video and live content, which requires either time investment or creator budget allocation.

Why Beauty and Lashes Dominate TikTok Shop Across SEA

Beauty is not just a popular category on TikTok Shop in Southeast Asia — it is the platform's identity anchor. There are several structural reasons why lashes, specifically, over-index on TikTok Shop compared to other e-commerce channels:

Visual proof is built into the product. Lashes are one of the few beauty products where the before-and-after difference is instantaneous, dramatic, and undeniably visible — even on a compressed mobile video stream. A 15-second TikTok showing a lash application transforms a user's eye from bare to glamorous without any need for narration, subtitles, or cultural context. This makes lash content the ideal TikTok Shop product: the demo is the ad, and the ad is the demo.

Price points match impulse-buy psychology. In SEA markets, a pair of quality false lashes retails between $1.50 and $8.00 on TikTok Shop — squarely in the impulse-purchase sweet spot where consumers buy without overthinking. TikTok Shop's checkout flow (3 taps from video to purchase confirmation) is optimized for exactly this price range. Higher-ticket beauty items like skincare sets ($25-50) require more trust-building, but a lash pack at $4.99 converts on the first impression.

Repeat purchase frequency is unmatched. Lashes are consumable — professional lash artists go through multiple trays per week, and individual consumers repurchase every 2-4 weeks. TikTok Shop's algorithm rewards repeat-purchase categories by surfacing products to users who have shown purchase intent, creating a compounding flywheel: more purchases lead to more algorithmic visibility, which leads to more purchases.

SEA beauty standards align with lash aesthetics. Southeast Asian beauty ideals emphasize large, defined eyes — and lashes are the most accessible tool for achieving that look. In Indonesia, the term "bulu mata" (eyelashes) is a top-20 beauty search term on TikTok Shop. In Vietnam, "mi giả" (false lashes) search volume on TikTok Shop grew 140% year-on-year in 2024. The cultural alignment between local beauty standards and lash products creates natural, sustained demand that does not require brands to educate consumers from scratch.

The platform's discovery algorithm favors beauty content. TikTok Shop's recommendation engine in SEA has been trained on years of beauty content engagement data. When a user watches a beauty video to completion, saves it, or shares it, the algorithm feeds them more beauty content — creating a self-reinforcing loop where beauty buyers are continuously exposed to new beauty products. For a lash brand, this means your content is being surfaced to users whose behavioral data already shows high purchase intent in your category. No other advertising platform — not Meta, not Google, not Amazon — matches this level of algorithmic precision for beauty discovery in Southeast Asia.

Live Shopping: The Cultural Engine Driving SEA Beauty Sales

Live shopping on TikTok Shop is not an optional add-on in Southeast Asia — it is the primary sales mechanism for beauty brands, often accounting for 50-70% of total store revenue. This is a fundamentally different commerce model from what Western brand owners are accustomed to, and understanding its cultural roots is essential to executing it well.

Why Live Shopping Works in SEA (and Not Yet in the West)

Southeast Asian consumers have a long cultural history with "teleshopping" formats — from home-shopping TV channels that were wildly popular across the region in the 1990s and 2000s, to Facebook Live selling groups that exploded in Thailand and Vietnam circa 2016-2018. TikTok Shop did not invent live commerce in SEA; it digitized and supercharged a pre-existing consumer behavior. The trust mechanics — seeing a real person demonstrate a product in real time, answering questions live, offering limited-time discounts — were already culturally embedded. TikTok Shop simply added frictionless checkout, algorithmic discovery, and a creator ecosystem on top of that foundation.

Live Selling Best Practices for Lash Brands

1. Hire local hosts, not your brand founder. The most successful beauty live streams in SEA are hosted by native speakers who understand local humor, slang, and cultural references. A Chinese or American brand owner streaming in English will convert at a fraction of the rate of a local host speaking Bahasa Indonesia, Vietnamese, or Thai. Budget $15-40 per hour for experienced beauty live hosts in Indonesia and Vietnam; $25-60 per hour in Thailand and the Philippines.
2. Structure your stream around the lash application demo. The highest-converting lash live streams follow a simple rhythm: greet viewers and announce the flash promo (2 minutes), apply a lash style on one eye while describing the curl/volume/length (3 minutes), show the before-and-after split-screen (30 seconds), announce the "keranjang kuning" (yellow cart — TikTok Shop's promotional pricing mechanic) deal (1 minute), repeat with the next style. A 2-hour stream can cycle through 8-10 lash styles with 12-15 conversion moments.
3. Use the "double phone" technique. Top SEA beauty streamers use two devices: one phone as the main streaming camera, and a second phone logged into the same live room as a viewer. The host periodically checks the viewer phone to read comments, answer questions, and call out new viewers by name — creating the interactive, community-driven feel that keeps viewers engaged and buying.
4. Flash sales within the live stream drive urgency. Announce a "harga live only" (live-only price) that expires when the stream ends. In Indonesia, the phrase "harga spesial live hari ini aja" (special price, live today only) is a proven conversion trigger. The limited-time offer creates FOMO that converts viewers who would otherwise browse and leave.
5. Stream during peak local hours. Peak TikTok usage times vary by country: Indonesia 7pm-10pm WIB; Vietnam 8pm-11pm ICT; Thailand 8pm-11pm ICT; Philippines 7pm-10pm PHT. Schedule your live streams to start 30 minutes before the peak window to build audience before the algorithm pushes your stream to broader discovery feeds.

Seasonal Campaign Calendar: When to Push Lash Promotions in SEA

TikTok Shop runs monthly "Payday" sales campaigns (typically the 25th-30th of each month, aligned with salary cycles) that drive platform-wide traffic spikes. Beauty brands that align their live streaming schedules and promotional calendars with these events see 2-4x revenue uplift during campaign windows. But beyond platform campaigns, each SEA market has culturally specific shopping moments that are critical for lash brands:

• Ramadan and Eid al-Fitr (Indonesia, Malaysia): The 30 days of Ramadan and the Eid celebration that follows are the single largest shopping event of the year in Muslim-majority SEA markets, surpassing even 11.11 and 12.12. Beauty purchases spike in the two weeks before Eid as women prepare for family gatherings and social events. Lash content featuring "lebaran makeup" (Eid makeup) and "makeup untuk silaturahmi" (makeup for family visits) sees massive engagement. Plan your biggest promotional push for 10-14 days before Eid.
• Tet (Lunar New Year) in Vietnam: Tet is Vietnam's most important holiday, and beauty spending in the two weeks leading up to Tet rivals Western Christmas-season spending. Vietnamese women invest heavily in their appearance for Tet family reunions. "Makeup Tet" and "lam dep don Tet" (beautify for Tet) are high-volume search terms on TikTok Shop during this period. Lash brands should launch Tet-themed packaging and bundle deals in January (Tet typically falls in late January or February).
• Songkran (Thai New Year) in April: Thailand's water festival creates demand for waterproof and durable lash products — content focusing on lashes that survive water fights and humidity resonates powerfully during this period.
• 11.11 (Singles Day) and 12.12: Originating from Chinese e-commerce but now fully adopted across SEA, these mega-sale days in November and December drive the highest single-day GMV of the year on TikTok Shop. Beauty brands should stock 3-5x normal inventory levels and schedule 8-12 hour marathon live streams on these dates. The platform provides free shipping subsidies and promotional pricing tools specifically for these events — failing to participate means ceding visibility to competitors who do.
• Back-to-School Season (May-June, all markets): University students across SEA — a core demographic for affordable lash products — return to campus in June (Philippines) or July (Indonesia, Thailand). "Back to campus makeup" and "makeup simple untuk kuliah" (simple makeup for university) content performs well during this window, targeting first-time lash buyers entering the beauty consumer pipeline.

The Affiliate and KOL Ecosystem: How to Recruit Creators in Each Market

TikTok Shop's affiliate network is the platform's secret weapon for beauty brands. Creators earn commission by promoting your products in their videos and live streams, and you only pay when a sale happens. In SEA, the affiliate channel drives 40-70% of total TikTok Shop GMV for beauty brands — making it more important than your own brand account or paid ads.

Commission Structures by Market

Logistics and Fulfillment: FBT vs. Seller-Managed Shipping vs. Cross-Border

How you fulfill orders across SEA has an outsized impact on customer satisfaction, return rates, and platform ranking. TikTok Shop's fulfillment ecosystem offers three approaches, and the right choice depends on your volume, product type, and which country you are serving.

Fulfilled by TikTok (FBT)

FBT is TikTok Shop's warehouse-and-ship service, available in all six SEA markets (coverage areas vary — see the comparison table above). You send inventory to a TikTok warehouse, and TikTok handles picking, packing, shipping, and customer service for those orders. FBT-listed products receive a platform badge that boosts conversion, priority ranking in search results, and eligibility for TikTok's free shipping subsidy programs. For lash brands sending lightweight, compact products, FBT economics are favorable: fulfillment fees for a standard lash tray (under 200g, compact envelope) range from $0.60-1.20 across SEA markets.

Seller-Managed Shipping

You store inventory yourself (or with a 3PL) and ship orders as they come in, using TikTok Shop's integrated logistics partners (J&T Express, Ninja Van, Flash Express, etc.). Seller-managed shipping gives you control over packaging, branding inserts, and bundling — important if your brand experience relies on premium unboxing. However, it disqualifies you from the FBT badge and its ranking benefits. For brands doing under 500 orders/month in a given market, seller-managed is the pragmatic starting point; scale to FBT once you cross the 1,000 orders/month threshold.

Cross-Border (from China)

TikTok Shop allows cross-border selling from China to SEA markets, but with significant caveats. Cross-border orders face 7-15 day delivery windows (versus 1-3 days for local fulfillment), higher return rates (consumers are less patient with long shipping), and import duties that vary by country. Indonesia imposes a $3 minimum duty on all cosmetic imports regardless of value. Vietnam requires imported cosmetics to be registered with the Drug Administration of Vietnam. The cross-border route is viable for testing market demand before committing to local inventory, but it is not a long-term scaling strategy for competitive lash brands.

Recommended Fulfillment Strategy by Stage

• Market entry (months 1-3): Cross-border from China for product validation and content testing. Accept that margins will be compressed by shipping costs and duties — the goal is data, not profit.
• Early scaling (months 3-6): Transition to FBT in your strongest market. Send 200-500 units of your top 5 SKUs to the TikTok warehouse. FBT badge and faster delivery will 2-3x your conversion rate versus cross-border.
• Multi-market scale (months 6-12): FBT in 2-3 priority markets. Consider a regional 3PL hub in Malaysia or Singapore for Southeast Asian consolidation — products ship from the hub to TikTok warehouses in each country within 2-3 days.
• Full localization (year 2+): Local warehouses or 3PL partnerships in each major market. At this stage, you are competing with local brands on delivery speed — 1-day delivery in metro areas is the expectation for top-tier beauty brands on TikTok Shop SEA.

Content Strategy: What Lash Content Goes Viral in Southeast Asia

TikTok's algorithm in SEA markets has distinct content preferences shaped by local aesthetics, humor, and viewing habits. Understanding these patterns is the difference between content that gets 500 views and content that gets 500,000 views.

High-Performing Lash Content Formats

1. Before-and-after transformations (highest conversion rate). The format is simple: show one eye bare, apply your lash product in a fast-cut montage (15-25 seconds), then reveal both eyes with lashes applied. The key to virality is the "reveal moment" — a 1-2 second pause on the finished look with a text overlay like "natural volume cat eye" or the local language equivalent. In Indonesia, transformation videos with the hashtag #BeforeAfterBuluMata have accumulated over 8 billion views. Use trending audio specific to each market; do not reuse your US-market sounds in Indonesia or Vietnam.
2. Lash comparison videos (highest share rate). Show 3-4 different lash styles on the same eye model, side by side, to help viewers choose. This format works because it provides practical value — the viewer is making a purchase decision and your content helps them decide. Comparison videos have the highest "send to friend" rate of any lash content format because women frequently consult friends before buying a new lash style.
3. Factory and manufacturing B-roll (highest trust-building). SEA consumers are savvy about product sourcing and want to know where their lashes come from. Footage of lashes being handcrafted, quality-checked, and packaged in your factory builds credibility that separates your brand from the flood of unbranded, low-quality dropshipped products on TikTok Shop. This content performs especially well with the 25-40 age demographic that has higher disposable income and is more discerning about product quality.
4. "Pack an order with me" / ASMR packaging (highest engagement rate). The soothing sounds of lash trays being packed, tissue paper being folded, and thank-you cards being written — overlaid with gentle music — tap into the ASMR trend that has massive viewership across SEA. This format builds purchase desire by letting viewers imagine themselves receiving the package.
5. Lash application tutorials (highest save rate). Step-by-step tutorials showing how to apply individual clusters, how to trim a lash band, or how to layer multiple styles for a custom look generate the highest save/bookmark rate. When a user saves your video, TikTok's algorithm interprets this as a strong positive signal and expands your content's reach.
6. Durability and wear tests (highest trust signal for premium positioning). Videos showing lashes after 12 hours of wear, or after swimming, or after being washed and reused 5+ times, prove product quality. In SEA's humid climate, lash durability is a top purchase consideration — content that addresses this concern head-on converts skeptical buyers.

Content Publishing Cadence and Optimization

Consistency matters more than perfection on TikTok Shop SEA. The algorithm rewards accounts that publish regularly — ideally 1-3 pieces of shoppable content per day. This sounds daunting, but the content does not need to be high-production; lo-fi, authentic content often outperforms polished studio productions because it feels more like a real person's recommendation and less like an advertisement.

For each market, maintain a content testing framework: publish 3-5 video variations of the same product angle (e.g., three different lash application demos with different hooks, different music, different text overlays). After 48 hours, the algorithm will have pushed the best-performing variation to a broader audience while letting the others fade. Double down on the winner by creating more content in that style. This "test fast, scale winners" approach is the most capital-efficient way to find your content-market fit in each SEA country.

Track these TikTok Shop content KPIs per market: video view-to-product-click rate (benchmark: 1.5-3% for beauty), product click-to-add-to-cart rate (benchmark: 8-15%), add-to-cart-to-purchase rate (benchmark: 25-40%), and average watch time (benchmark: 45-65% completion rate for 15-30 second videos). If your view-to-click rate is below 1%, your hook is weak — the first 1-2 seconds are not grabbing attention. If your add-to-cart rate is below 8%, your product page needs optimization — check your pricing, images, and reviews. If your completion rate is below 40%, your video is too long or loses energy midway.

Content Localization Specifics by Market

Do not post the same video with auto-translated captions across six countries. Each market rewards different content aesthetics:

• Indonesia: Warm color grading, relatable "girl next door" talent, Bahasa Indonesia text overlays in bold sans-serif fonts. Indonesian viewers prefer content that feels like a friend's recommendation, not a polished brand ad.
• Vietnam: Clean, high-contrast visuals, aspirational but approachable talent, Vietnamese captions with emoji. Vietnamese TikTok users are the most likely in SEA to follow beauty trends from Korea — bridge K-beauty aesthetics with your lash content for resonance.
• Thailand: Bright, saturated colors, playful editing with sticker effects, Thai script text overlays. Humor and entertainment value are essential — a lash video that makes a Thai viewer smile or laugh will dramatically outperform a purely informational one.
• Philippines: "Real talk" tone in Taglish, energetic background music, relatable humor. Filipino users are the most engaged commenters in SEA — content that invites opinions ("Which style do you prefer, A or B? Comment below!") generates exceptional engagement.

Common Pitfalls: What Trips Up Lash Brands Entering SEA

Southeast Asia's TikTok Shop opportunity is real, but the region has swallowed many Western and Chinese brands that underestimated its complexity. Here are the most common mistakes — and how to avoid them:

1. Ignoring Halal and Religious Sensitivities (Indonesia and Malaysia)

Indonesia is the world's largest Muslim-majority country (230 million Muslims). Malaysia is officially Islamic. For lash brands, this has specific implications: synthetic fiber lashes (PBT, faux mink) are inherently halal — but your marketing should communicate this clearly. Using models wearing hijab in your Indonesian and Malaysian content signals cultural awareness and expands your addressable audience to the modest fashion consumer segment, which is one of the fastest-growing demographics in SEA beauty. Avoid imagery that conflicts with Islamic values, particularly in product packaging and live stream visuals. For a deeper dive, read our Halal Beauty Certification Guide.

2. Underpricing for the Wrong Reasons

The impulse to price at the lowest possible level to compete with local products is understandable but strategically flawed. SEA TikTok Shop consumers are not uniformly price-sensitive. Singapore, urban Thailand (Bangkok), and Malaysia's Chinese consumer segment all support premium beauty price points — $8-15 per lash tray — when the branding, packaging, and content justify it. The race to the bottom at $1-2 per tray puts you in competition with thousands of undifferentiated dropshippers. Instead, segment your pricing: entry-level SKUs for the mass market (to drive volume and reviews), mid-tier SKUs for the aspirational consumer (your margin driver), and a premium "hero" SKU for brand positioning (even if volume is low, it elevates perception of your entire line).

3. Neglecting COD and Return Rate Management

Cash on delivery (COD) is the dominant payment method in Vietnam (70-80%), the Philippines (60-70%), and Indonesia (40-50%). COD orders have significantly higher return/refusal rates — 15-30% versus 5-10% for prepaid orders — because the consumer has not committed any money upfront and can refuse the package at the door. To manage this: implement a COD confirmation flow (SMS or WhatsApp message confirming the order before dispatch); set COD purchase limits (max $20-30 per order to cap exposure); and build the expected refusal rate into your unit economics from day one. Do not treat COD refusals as a surprise — they are a structural cost of doing business in these markets.

4. Running the Same Content Across All Markets

TikTok's algorithm treats content on a per-market basis. A video that goes viral in Indonesia does not automatically get surfaced to Vietnamese users. More importantly, the cultural references, humor, audio tracks, and visual aesthetics that work in one SEA market often fall flat or even offend in another. Budget for separate creator partnerships and content production in each market. The incremental cost is modest — $300-800 per market per month for 10-15 pieces of localized content — and the return, in terms of engagement and conversion rates, is 3-5x higher than running translated or regionally unspecific content.

5. Underestimating Platform Policy Volatility

TikTok Shop's policies in SEA markets change frequently, often with minimal advance notice. Commission rates shift, product categories get reclassified, and promotional programs launch and sunset without warning. In October 2023, TikTok Shop Indonesia was temporarily shut down by government regulation requiring the separation of social media and e-commerce — it returned only after TikTok invested $1.5 billion in a joint venture with Tokopedia (Indonesia's largest e-commerce platform). The lesson: while TikTok Shop SEA is the most important channel for beauty brands in the region, it should not be your only channel. Maintain a presence on Shopee and Lazada as insurance against platform risk. Diversification is not optional — it is a core risk management discipline in SEA e-commerce.

6. Mishandling Logistics and Customer Expectations

SEA consumers have been conditioned by Shopee and Lazada to expect rapid delivery, proactive order tracking, and easy returns. A lash brand that ships cross-border from China with a 14-day delivery window will accumulate negative reviews faster than it can generate sales — TikTok Shop's rating system is brutal, and a store rating below 4.5 stars effectively kills your algorithmic visibility. The fix: set delivery expectations realistically in your product listings (do not promise 3-day delivery if you are shipping cross-border); use tracked shipping for every order regardless of value; proactively message buyers with tracking updates through TikTok Shop's built-in chat; and resolve customer complaints within 12 hours — TikTok Shop's seller metrics penalize slow response times heavily. In SEA markets, customer service responsiveness often matters more than product quality in determining your store rating, because consumers have been trained to expect instant, chat-based support on social commerce platforms.

7. Ignoring Post-Purchase Engagement and Community Building

Most lash brands entering SEA focus exclusively on acquisition — getting the first sale — and neglect what happens after. This is a costly oversight. TikTok Shop's algorithm weights repeat purchase rate heavily in its product ranking algorithm, and SEA consumers are among the most community-oriented beauty buyers in the world. Encourage buyers to post video reviews (TikTok Shop's "video review" feature is underutilized — video reviews get 3-5x more visibility than text reviews); create a buyer community via WhatsApp group, Telegram channel, or TikTok Shop's built-in store follower messaging; and send personalized "reorder reminder" messages at the point when your lash product's typical usage cycle ends (2-4 weeks after purchase). Brands that build post-purchase engagement loops in SEA see customer lifetime values 3-5x higher than brands that treat TikTok Shop as a pure transactional channel.

How Aurevia Lashes Supports Your TikTok Shop SEA Expansion

Scaling a lash brand across six Southeast Asian markets requires more than a great product — it requires a supply chain that can handle multi-country inventory deployment, localized packaging, and the volume spikes that viral TikTok moments create. Here is how we help:

• Market-Specific Product Curation: Based on our data from brand clients selling across SEA, we can recommend lash styles that over-index in each market. Indonesian consumers favor natural-volume C-curl and D-curl styles for daily wear; Vietnamese consumers gravitate toward wispy, Korean-influenced styles; Thai consumers prefer dramatic, glam-volume looks. We help you build country-specific assortments from day one.
• Small-Batch Inventory for FBT Onboarding: You do not need to order 10,000 units per SKU to launch on TikTok Shop. We support minimum order quantities as low as 50-100 trays per style for brands entering new markets, allowing you to test 5-10 styles across 2-3 countries without overcommitting inventory. This "test small, scale what works" approach is specifically designed for TikTok Shop's data-driven optimization model.
• Localized Packaging and Inserts: We can produce packaging with country-specific language, halal certification logos (where applicable), and TikTok Shop-compatible barcodes. Custom unboxing experience elements — branded tissue, thank-you cards in local languages, QR codes linking to your TikTok Shop store — are available at competitive per-unit costs even at small order volumes.
• Rapid Restocking for Viral Events: When one of your SKUs goes viral on TikTok Shop, you need replenishment inventory in the TikTok warehouse within 7-10 days — otherwise the algorithm stops promoting your listing. Our express production line can turn 1,000-5,000 trays of a hot SKU in 5-7 business days, with direct shipping to TikTok FBT warehouses in Jakarta, Bangkok, Ho Chi Minh City, Manila, or Kuala Lumpur.
• Factory Content Assets: We provide professional B-roll footage of your lashes being manufactured in our Qingdao facility — the exact type of factory-content that builds trust with SEA consumers and performs exceptionally well on TikTok. These assets are yours to use in your TikTok Shop content, with no attribution required.

TikTok Shop Southeast Asia is not a future opportunity — it is the present reality of beauty e-commerce in the world's most dynamic region. The brands that build their supply chain, content engine, and local partnerships now will own the category in three years. Contact us to discuss your SEA market strategy, request samples tailored to Southeast Asian consumer preferences, or get a quote for a TikTok Shop launch inventory package. You can also explore our OEM/ODM capabilities to see how we support brand owners from product development to multi-market fulfillment.