August 22, 2025

Everyone Talks About TikTok… But Real Sellers Still Make More on Facebook & Instagram

Introduction: The Hype vs. Reality

TikTok Shop, Shopee Live, and Lazada Live are grabbing headlines with their algorithm-driven flash sales. But when it comes to building trust, community, and repeat customers, Facebook and Instagram remain the backbone of live commerce in Malaysia and Singapore.

While algorithms can help with discovery, sustainable sales growth comes from platforms where shoppers already feel comfortable engaging directly with sellers. That’s why Facebook Live and Instagram Live are still unmatched.

1. Shoppers Are Already There

81% of Malaysians are active on Facebook every month.
Instagram remains the go-to for Gen Z and Millennials (18–35).

These platforms aren’t just “shopping destinations” — they’re where people hang out, share updates, and trust recommendations.

On TikTok or Shopee, people log in to browse products. On Facebook & Instagram, people log in to connect — and that’s what makes live selling stickier.

2. Trust Matters More Than Algorithms

In Southeast Asia, buying is still deeply personal. Shoppers want to know who they’re buying from.

Seeing a familiar seller on Facebook Live gives buyers confidence.
Instagram Live allows real-time Q&A that feels authentic, not transactional.

Sellers can build long-term loyalty, not just one-time impulse buys driven by an algorithm push.

Algorithms decide what’s popular today. Relationships decide who customers return to tomorrow.

3. Control Over Your Audience

On platforms like Shopee or TikTok Shop, sellers are at the mercy of algorithm visibility. If you don’t get pushed, you don’t get seen.

Facebook & Instagram Live let you directly tap into your existing followers.
Sellers can promote lives through posts, stories, reels, and groups — creating multiple touchpoints to reach their community.

No dependency on an unpredictable algorithm.

It’s the difference between owning your audience vs. renting attention.

4. More Than Just a Sale — It’s Engagement

Unlike marketplace live streams that feel like digital malls, FB & IG Lives feel like “pop-up shops with a personal host.”

Sellers can engage with viewers, answer questions, and even entertain.
Communities form around repeat live sessions.

Viewers aren’t just shopping — they’re interacting, building familiarity, and becoming part of a brand story.

This human layer is what makes live commerce powerful — and FB/IG are still the best stages for it.

5. The Data Doesn’t Lie

Our work with live sellers in Malaysia & Singapore shows:

Sellers consistently achieve higher conversion rates on FB & IG lives compared to TikTok lives.
Viewers from Facebook Live are more likely to complete repeat purchases, especially in lifestyle, fashion, and F&B categories.
Local sellers report better retention with FB groups and IG communities than with algorithm-based marketplace streams.

Conclusion: Why This Still Matters for Sellers Today

Yes, TikTok and Shopee are exciting. But if you want to build a long-term, scalable business — not just chase algorithm wins — Facebook and Instagram Live remain the most reliable platforms.

The question isn’t whether to sell on FB & IG, but how to do it smarter. That’s where automation tools like Ulive.me come in — helping sellers manage orders, payments, and inventory seamlessly so they can focus on engaging, entertaining, and growing.

👉 Ready to make live selling on Facebook & Instagram effortless? Sign up with Ulive.me and start turning your lives into lasting sales.