Live shopping on TikTok has become a phenomenon that is deeply ingrained in the lifestyle of Indonesian society. According to research, as many as 87% of Indonesians admit to having watched live shopping, with 77% of them making transactions through this feature. This opportunity is being leveraged by Tokopedia and ShopTokopedia to help local businesses maximize their online presence, one of which is through the utilization of live shopping features.
The collaboration between Tokopedia and ShopTokopedia continues to yield significant impacts. Currently, there are more than 21 million sellers on the Tokopedia and ShopTokopedia platforms, allowing people to access a wider range of products with transparent quality and pricing, while also engaging in online shopping in a more interactive manner.
Moreover, recent data shows that 60% of promotional content on TikTok supports local products on ShopTokopedia. This drives Tokopedia and ShopTokopedia to intensify campaigns like „Beli Lokal“ (Buy Local) and „Promo Guncang“ (Shake Promo) to ensure that locally-made products always have a special spotlight.
„Live shopping features on ShopTokopedia, available within the TikTok app, provide an interactive marketing strategy that can be utilized by businesses, including local brands from various categories such as Beauty and Personal Care, Fashion, Food and Beverage, and more, to reach a wider audience and interact directly with potential buyers,“ said Rizky Juanita Azuz, Communications Senior Lead at Tokopedia and ShopTokopedia.
A survey conducted by MetrixLab in 2024 stated that live shopping sellers on ShopTokopedia have a significant impact on potential buyers. Users are 3.4 times more likely to browse TikTok to explore new products, 2.5 times more likely to consider making a purchase after watching a live stream, 2 out of 3 users tend to make a purchase on the same day after watching a live stream, and 64% of buyers will leave a review after making a purchase on ShopTokopedia.
The live shopping experience can make it easier for sellers to increase visits and sales, as consumers can obtain more in-depth information about the products they need, along with various attractive promotions. This convenience is also reflected in the positive impacts noted by Tokopedia and ShopTokopedia during the first half of 2024 compared to the first half of 2023.
„Businesses that engage in live shopping on ShopTokopedia experience an average sales increase of nearly 7 times compared to sellers who do not engage in live shopping. Some of the most popular categories for live shopping on ShopTokopedia during the first half of 2024 include Skin Care, Hijab, and Desserts,“ Rizky added.
ShopTokopedia also noted that in DKI Jakarta, the number of businesses engaging in live shopping nearly doubled during the first half of 2024 compared to the first half of 2023. Additionally, several other regions, such as Banten, West Java, Central Java, and East Java, saw an increase in the number of sellers engaging in live shopping by up to 1.5 times.
In conclusion, live shopping on TikTok through ShopTokopedia has proven to be a successful strategy for businesses, especially local brands, to connect with a wider audience, drive sales, and enhance customer engagement. The growing popularity and effectiveness of live shopping highlight its potential as a key tool for businesses looking to thrive in the digital age.