From a Small Market Stall to a Thai Power Tool Brand Recognized Across TikTok Shop: The Growth Journey of OsukaPowerTool
11/20/2025
On TikTok Shop, we’ve witnessed many Thai brands start from zero—powered by determination, creativity, and genuine sincerity toward their customers. What begins as a small shop in a local market can grow into a brand known nationwide. One of the strongest examples of this journey is OsukaPowerTool, a Thai cordless power tool brand built on the belief: “Created by Thais, for Thai workers, and truly for everyone.”
At that time, the market offered only two choices: high-quality tools that were very expensive, or cheap products that did not last. This gap between “good but pricey” and “cheap but unreliable” became a question that stayed with the three siblings for years—why couldn’t there be a tool that was both good and accessible?
The Osuka team started by going into the field, talking directly to workers and actual users. Whether at trade shows or booth activations, they collected every piece of feedback—praise, complaints, and suggestions alike—treating them as valuable data for improvement.
The result was a line of cordless power tools truly designed for Thai usage—durable, practical, functional, and priced at a point both professionals and DIY users could afford.
Before joining TikTok Shop, Osuka sold on other online platforms. When TikTok first became popular, Tan saw it mainly as an entertainment platform rather than a shopping destination. But during the COVID period, as people spent more time on TikTok, the team began exploring how storytelling worked on the platform.
Osuka’s early TikTok videos were lighthearted, funny clips designed to build brand recognition rather than drive sales. But it didn’t take long before Tan saw the signs: “This platform can actually sell.” Around the same time, he encountered a concept that changed his perspective—Shoppertainment, the blend of entertainment and shopping.
The content began to shift. Osuka started creating educational videos on using tools, DIY techniques, behind-the-scenes insights into product development, team experiences, and motivational content for craftsmen and creators. Direct selling content still existed but was intentionally reduced to around 30% for a better balance between education, entertainment, and commerce.
The result was a transformation. Osuka’s channel was no longer viewed as just an online storefront but as a space where viewers felt they “gained something” every time they visited—knowledge, inspiration, or useful tricks.
Initially, livestreams were considered a tool for brand awareness. But over time, the team discovered that livestream sales were significantly stronger than regular videos. Customers could ask real-time questions—especially technical ones such as “Can this model handle this type of work?” or “Is it strong enough for garden use?”—and the MCs could immediately guide them toward the right purchase.
The heart of Osuka-style livestream MCs is “deep product knowledge.” They must know the products thoroughly, answer almost any question, and maintain energy and engagement from start to finish—regardless of viewership or promotion levels.
From an advertising perspective, Tan explained that ads on other platforms used to be complex and required strong technical understanding. When he first tried GMV Max, he admitted he was skeptical about whether it would truly help.
But after seeing the results, he said he was “extremely impressed.” The system reached the right audience, controlled ROI clearly, and was easy to use even for beginners. With GMV Max managing ad optimization, the team no longer needed to monitor and adjust campaigns constantly. Instead, they could spend more time on meaningful work such as product development, customer care, and improving content quality.
Osuka eventually invested in establishing its own service center—complete with spare parts, repair teams, and a fast claim-handling process. This gave customers confidence that they wouldn’t be abandoned after purchase.
And once Osuka earned the Mall badge on TikTok Shop, trust grew even further. Seeing the Mall icon next to the shop name immediately signaled to customers that the brand met platform standards.
“Be sincere with your customers.” If you don’t deceive your customers and put genuine effort into what you do, that sincerity will reach them eventually.
And for business owners who already have products but haven’t started selling or creating content on TikTok Shop, he believes that now is the perfect moment to begin. TikTok Shop is a platform that supports both sales growth and brand awareness at the same time.
A Beginning Rooted in Real Family Experience in the Tool Industry
Tan Pititham Satitsuksomboon
Tan Pithitham Satitsuksomboon, founder of OsukaPowerTool, grew up surrounded by the atmosphere of tool stalls in Bangkok’s Khlong Thom market. His mother had been selling tools for as long as he could remember. Every day, he and his siblings helped out at the shop and constantly heard customers ask the same question over and over: “Do you have something good at an affordable price?”At that time, the market offered only two choices: high-quality tools that were very expensive, or cheap products that did not last. This gap between “good but pricey” and “cheap but unreliable” became a question that stayed with the three siblings for years—why couldn’t there be a tool that was both good and accessible?
Designed by Thais, for Thai Workers — A Difference Built Through Hands-On Development
Instead of choosing the easy route of OEM products and simply adding their logo, Tan chose the harder path: developing the products himself. He disliked the feeling of “not being able to improve something we don’t like.”The Osuka team started by going into the field, talking directly to workers and actual users. Whether at trade shows or booth activations, they collected every piece of feedback—praise, complaints, and suggestions alike—treating them as valuable data for improvement.
The result was a line of cordless power tools truly designed for Thai usage—durable, practical, functional, and priced at a point both professionals and DIY users could afford.
The Path to TikTok and the Arrival of Shoppertainment
Before joining TikTok Shop, Osuka sold on other online platforms. When TikTok first became popular, Tan saw it mainly as an entertainment platform rather than a shopping destination. But during the COVID period, as people spent more time on TikTok, the team began exploring how storytelling worked on the platform.Osuka’s early TikTok videos were lighthearted, funny clips designed to build brand recognition rather than drive sales. But it didn’t take long before Tan saw the signs: “This platform can actually sell.” Around the same time, he encountered a concept that changed his perspective—Shoppertainment, the blend of entertainment and shopping.
Evolving from Pure Hard Sell to a Channel That Delivers Real Value
In the early days, Osuka’s TikTok channel focused heavily on direct selling—product showcases and promotions. Until the team received a piece of advice: if they wanted long-term growth, they needed to offer viewers something of value beyond sales.The content began to shift. Osuka started creating educational videos on using tools, DIY techniques, behind-the-scenes insights into product development, team experiences, and motivational content for craftsmen and creators. Direct selling content still existed but was intentionally reduced to around 30% for a better balance between education, entertainment, and commerce.
The result was a transformation. Osuka’s channel was no longer viewed as just an online storefront but as a space where viewers felt they “gained something” every time they visited—knowledge, inspiration, or useful tricks.
Livestreaming: The Moment When Customers Decide to Purchase
For power tools, short videos alone are often not enough. Tan shared that during the first few livestreams, he hosted them himself and quickly realized how demanding it was. He then decided to build a dedicated MC team.Initially, livestreams were considered a tool for brand awareness. But over time, the team discovered that livestream sales were significantly stronger than regular videos. Customers could ask real-time questions—especially technical ones such as “Can this model handle this type of work?” or “Is it strong enough for garden use?”—and the MCs could immediately guide them toward the right purchase.
The heart of Osuka-style livestream MCs is “deep product knowledge.” They must know the products thoroughly, answer almost any question, and maintain energy and engagement from start to finish—regardless of viewership or promotion levels.
Transforming Advertising Performance with GMV Max
From an advertising perspective, Tan explained that ads on other platforms used to be complex and required strong technical understanding. When he first tried GMV Max, he admitted he was skeptical about whether it would truly help.But after seeing the results, he said he was “extremely impressed.” The system reached the right audience, controlled ROI clearly, and was easy to use even for beginners. With GMV Max managing ad optimization, the team no longer needed to monitor and adjust campaigns constantly. Instead, they could spend more time on meaningful work such as product development, customer care, and improving content quality.
Building Trust Through a Service Center and Mall Status
Selling power tools online initially came with credibility challenges. Customers wondered if the shop was real, where it was located, or who they could contact if something went wrong. At first, the team tried reassuring customers by mentioning their dealer network, but it still wasn’t enough.Osuka eventually invested in establishing its own service center—complete with spare parts, repair teams, and a fast claim-handling process. This gave customers confidence that they wouldn’t be abandoned after purchase.
And once Osuka earned the Mall badge on TikTok Shop, trust grew even further. Seeing the Mall icon next to the shop name immediately signaled to customers that the brand met platform standards.
A Message for Anyone Who Wants to Start a Brand or Hasn’t Begun on TikTok Shop Yet
For those interested in building their own brand, Tan offers a simple but powerful message:“Be sincere with your customers.” If you don’t deceive your customers and put genuine effort into what you do, that sincerity will reach them eventually.
And for business owners who already have products but haven’t started selling or creating content on TikTok Shop, he believes that now is the perfect moment to begin. TikTok Shop is a platform that supports both sales growth and brand awareness at the same time.