Tokopedia and TikTok Shop Indonesia have launched a new campaign titled Waktunya Start Jualan Nyaman, Special Collaboration Perayaan Beli Lokal. The initiative, introduced in Solo, Central Java, aims to strengthen the capacity and competitiveness of Micro, Small, and Medium Enterprises (MSMEs) through a discovery commerce model.
The campaign coincides with the lead-up to National Batik Day on October 2 and the upcoming National Online Shopping Day (Harbolnas) in December. Discovery commerce shifts the traditional e-commerce experience from search-based discovery to a model driven by creative, authentic, and visual content.
Stephanie Susilo, President Director of Tokopedia and TikTok Shop Indonesia, stated that the platform has observed significant growth in orders generated through live sessions and short videos, which increased by 59 percent and 135 percent respectively. Additionally, the participation of affiliate creators has reportedly boosted orders for businesses by 170 percent.
According to Susilo, the focus for Indonesian MSMEs is shifting from basic digital adoption to enhancing productivity and market reach. This strategy aligns with national projections estimating the digital economy could reach between 180 billion and 340 billion US dollars by 2030.
In Solo, where MSMEs contribute approximately 57 percent to the city’s Gross Regional Domestic Product (PDRB) and employ 36 percent of the local workforce, the Beli Lokal initiative has already shown results. Curated sellers in the region reported an average order increase of 57 percent through the program.
Wali Kota Surakarta Respati Achmad Ardianto expressed support for the initiative, noting that it encourages business legality and the use of digital content to expand market access. He emphasized that strengthening MSMEs is vital for the local economy, as these businesses have the potential to contribute significantly to the city’s economic output.
Article and image source: ekonomi.republika.co.id
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