Tokopedia and TikTok Shop Lift Indonesian Merchant Sales 51 per Cent

Tokopedia and TikTok Shop drove a 51 per cent increase in sales of Indonesian local products during the first half of 2026. The combined marketplace moved nearly 700 million items over the period.

Gross merchandise value for the joint #BeliLokal initiative climbed 14 per cent during the six months. Merchant participation rose 50 per cent compared with the first half of 2025.

Expanding beyond Java

Agency Bukacerita created an Independence Day campaign named Pahlawan Beli Lokal for the platform. It promotes domestic makers of fashion, packaged food, automotive goods, and electronics. The campaign runs on social feeds and a dedicated web hub, featuring regional brands like Malang snack producer Apelicious and cosmetics brand Facetology.

According to internal survey data from TikTok Shop, 72 per cent of participating sellers gained new customers through discovery commerce tools. Another 67 per cent used the channel to launch new product lines. Live shopping sessions, affiliate tie-ups, and short videos generated most of those initial sales.

ByteDance and GoTo are working to satisfy Indonesian regulators following the state-mandated merger of TikTok Shop and Tokopedia. Both operators face stiff competition from Shopee and direct-from-factory platforms in Southeast Asia’s largest consumer market. Alignment with local merchants remains critical for their political and commercial standing.

Training and registration push

The platforms have turned the promotional campaign into a permanent merchant onboarding track. More than 4,800 micro, small, and medium enterprises, creators, and affiliates have completed training modules. These sessions cover intellectual property rules, live selling, and official business registration numbers.

Most participating merchants operate outside Greater Jakarta. Half of the training workshops took place outside Java to tap production hubs across the outer islands.

“In the spirit of Independence Day, we want to continue strengthening collaboration with the government, creators, partners, and the community through #BeliLokal so that more local businesses can move up a class, build more competitive businesses, and grow sustainably,” said Stephanie Susilo, executive director of Tokopedia and TikTok Shop Indonesia.

Plans are underway to expand regional onboarding workshops into secondary cities across Sumatra and Sulawesi through the fourth quarter.