JAKARTA \u2014 AstyFarm is using digital technology to expand the market\nfor its locally produced cherry tomatoes. Through Tokopedia and TikTok\nShop, the company uses short-form videos, LIVE Shopping sessions and\naffiliate creators to introduce its products and reach consumers in\ndifferent regions.<\/p>\n
The strategy was accompanied by 52 per cent growth in AstyFarm\u2019s\ntransaction value in the third quarter of 2026 compared with the\nprevious quarter. Since joining Tokopedia and TikTok Shop in February\n2026, the company\u2019s products have reached consumers in 42 Indonesian\ncities.<\/p>\n
AstyFarm is a local cherry tomato producer founded by Asty Ananta. In\n2024, the company launched Cherry Tomato Stevia as an alternative way to\nconsume cherry tomatoes, using stevia and no added sugar.<\/p>\n
Before turning to digital channels, AstyFarm relied on supermarkets\nas its main sales outlet. It later expanded distribution through\nTokopedia and TikTok Shop, using digital content to explain the\nproduct\u2019s characteristics and help consumers find products suited to\ntheir interests.<\/p>\n
AstyFarm Chief Visionary Officer Asty Ananta said the two platforms\nhad given the company opportunities to introduce its products through\ndifferent content formats and engage directly with consumers.<\/p>\n
\u201cFrom the outset, we wanted to offer Indonesian consumers a new way\nto enjoy cherry tomatoes. Through Tokopedia and TikTok Shop, we can\nintroduce Cherry Tomato Stevia through digital content, engage directly\nwith consumers using LIVE Shopping, and reach new audiences through\naffiliate creators. The support of the Tokopedia and TikTok Shop\necosystem helps us broaden market access and drive business growth,\nwhile bringing local products closer to consumers in different regions,\u201d\nAsty Ananta said.<\/p>\n
AstyFarm uses a discovery-commerce approach, in which consumers come\nacross products through digital content. Short-form videos can introduce\na product\u2019s distinctive features, while LIVE Shopping sessions allow\nsellers to interact with consumers and answer their questions in real\ntime.<\/p>\n
\u201cShort-form videos help us tell the story of what makes our product\ndistinctive, while LIVE Shopping sessions give us the chance to interact\ndirectly and answer consumers\u2019 questions. When they are interested, they\ncan also find and buy the product immediately through Tokopedia and\nTikTok Shop. That is the strength of discovery commerce: helping\nconsumers find something new, learn more about it and then decide to\nbuy,\u201d she said.<\/p>\n
Internal data from Tokopedia and TikTok Shop show that digital\ncontent is increasingly becoming a sales channel. In the first quarter\nof 2026, orders generated through LIVE sessions by sellers and affiliate\ncreators rose 59 per cent compared with the first quarter of 2025.\nOrders from short-form videos grew by 135 per cent over the same\nperiod.<\/p>\n
A similar trend was seen in the food and beverage (F&B) category.\nIn the third quarter of 2026, the category grew 30 per cent year on\nyear, while the number of sellers increased 45 per cent compared with\nthe third quarter of 2025, according to internal data from Tokopedia and\nTikTok Shop.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/digital-strategy-boosts-cherry-tomato-sales-1793105532", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }