For a Malaysian brand the practical question is the same: how to find creators who sell, pay them fairly, and turn their videos into ads. This guide answers it, with three TikTok Shop results.
The short answer: use TikTok One to find and brief creators for paid campaigns, TikTok Shop affiliate to recruit creators at scale on commission, and Spark Ads to put the winning videos behind media spend.
What changed
TikTok has moved Creator Marketplace into TikTok One, its hub for finding creators, sending briefs and managing creator campaigns. Brands that used Creator Marketplace to search creators, see their audience data and manage paid collaborations now do that inside TikTok One, alongside TikTok's other creative tools.
For a Malaysian brand nothing important changed about the job itself: find creators whose audiences buy, agree terms, get content that works, and measure it.
Two routes to creators on TikTok
| TikTok One (formerly Creator Marketplace) | TikTok Shop affiliate | |
|---|---|---|
| Best for | Paid campaigns with chosen creators | Selling products through many creators |
| How creators are paid | Agreed fee per campaign | Commission on each sale |
| Scale | Tens of creators | Hundreds to thousands |
| What you measure | Content performance, then paid results | Sales and commission per creator |
Brands selling on TikTok Shop usually need both: a small group of paid creators to set the tone, and a large affiliate base to carry volume. See our TikTok Shop affiliate guide.
Finding creators who sell
Search by category and audience location first, then check the numbers that predict sales: engagement on recent videos, share of viewers in Malaysia, and results from previous product videos. For affiliates, sample products to the creators whose past videos already sell in your category, and set commission by margin, not by what competitors offer.
Language matters. Malay, Chinese and Indian-community audiences buy from different creators, so brands selling across Malaysia usually run separate creator lists.
Turning creator videos into ads
Spark Ads let a brand run a creator's post as an ad with the creator's authorisation, keeping the creator's handle, likes and comments. Paired with GMV Max or Video Shopping Ads, the best affiliate videos become the brand's ad creative. In the three cases below, blended return on ad spend rose to between 4.2× and 4.8×.
That is UGC run as paid media.
From creator content to live selling
Creators and affiliates feed live selling: they send viewers to brand lives and host their own. See the live commerce service and live selling vs TikTok Ads for how the two work together.
Results from three TikTok Shop brands
| Brand | Monthly GMV, TikTok Shop Malaysia | Blended return on ad spend | Active creator affiliates |
|---|---|---|---|
| Swiss Thomas (January–August 2026) | RM 120,000 → RM 745,000 (6.2×) | 1.7× → 4.8× (GMV Max + Spark Ads) | 110 → 3,400+ |
| RaeLele (April–December 2025, against a Q1 2025 baseline) | RM 95,000 → RM 515,000 (5.4×) | 1.6× → 4.6× (GMV Max + Spark Ads) | 65 → 2,100+ |
| MANSPOT (January–August 2025) | RM 145,000 → RM 685,000 (4.7×) | 1.8× → 4.2× (Video + Product Shopping Ads) | 48 → 1,450+ |
For the full creator programme, see KOL and influencer marketing and TikTok Ads management.
Ready to grow your business with proven digital marketing?
Our team specialises in performance marketing for Malaysian businesses — from clinics and property developers to national institutions and marketplace brands.
Published by shakalakaa team · Editorial standards