#BeliLokal Ecosystem Strengthened to Boost MSMEs

Tokopedia and TikTok Shop are strengthening the #BeliLokal ecosystem to support local businesses and micro, small, and medium enterprises (MSMEs) in increasing their capacity and competitiveness. The reinforcement was carried out through a #BeliLokal Collaboration Celebration that brought together business actors, creators, communities, and partners from the public and private sectors. The strengthening of the ecosystem comes alongside the increasing use of digital platforms by businesses. A National Digital Adoption Index study for Indonesian MSMEs conducted by Bank Indonesia on more than 10,000 SMEs across 34 provinces shows that digitalisation can increase productivity, innovation, financial inclusion, and business competitiveness. A 2025 TikTok Shop study also showed that 72 per cent of businesses succeeded in reaching new customers through TikTok Shop, 67 per cent launched new products, and 52 per cent strengthened business differentiation through Discovery Commerce. Tokopedia and TikTok Shop stated that #BeliLokal has now evolved from a campaign into a year-round empowerment ecosystem. The programme includes capacity building, education, assistance with business legality such as Business Identification Numbers (NIB) and Intellectual Property Rights (HKI), the use of Discovery Commerce, and collaboration with the government, creators, educational institutions, and strategic partners. Minister of Micro, Small and Medium Enterprises Maman Abdurrahman said that empowering MSMEs is not enough just through market access. “True empowerment is when business actors also receive mentoring, capacity building, access to business legality, and opportunities to build networks and collaborate,” said Maman. According to him, collaboration between the government and the private sector is needed so that Indonesian MSMEs can increase their competitiveness and face the digital era. Executive Director of Tokopedia & TikTok Shop Indonesia Stephanie Susilo said every MSME has the opportunity to develop if it receives adequate capability support, consumer access, and an adequate ecosystem. “We want to continue strengthening collaboration with the government, creators, partners, and the community through #BeliLokal so that more local business actors can upgrade, build more competitive businesses, and grow sustainably,” said Stephanie. Since its launch in 2023, #BeliLokal has claimed to have an impact on the growth of business actors through capacity building, Discovery Commerce, and cross-ecosystem collaboration. The number of sellers participating in the #BeliLokal campaign increased by 50 per cent compared to the first half of 2025. Gross merchandise value (GMV) increased by 14 per cent, while the number of local products sold rose by 51 per cent to 700 million products. Growth was also recorded in a number of categories, including fashion which increased by 22 per cent and fast-moving consumer goods (FMCG) by 12 per cent. The lifestyle and automotive categories also recorded positive growth. To date, more than 4,800 MSMEs, creators, and affiliates have participated in various #BeliLokal educational programmes. The majority of participants come from outside the Greater Jakarta area, while around half of the training is held outside Java. Programmes developed within the #BeliLokal ecosystem include Waktunya STARt!, seller education, business workshops, #JualanNyaman, NIB education, HKI awareness raising, and education on responsible selling practices. Tokopedia and TikTok Shop also utilise Discovery Commerce through video content, LIVE Shopping, collaboration with creators and affiliates, and the #BeliLokal campaign to increase the visibility of local products. A number of business actors have also taken advantage of the #BeliLokal ecosystem to expand their markets. One of them is Facetology, a beauty brand established in 2022 that develops research-based products. Facetology Group Brand Manager Satrio Arief said content, LIVE Shopping, collaboration with creators, and various #BeliLokal programmes helped his brand increase visibility and interact with consumers. “These insights are an important part for us to continue developing products and presenting innovations that are increasingly relevant for Indonesian consumers,” said Satrio. Another business, Apelicious, a healthy snack brand from Malang established in 2018, utilises LIVE Shopping, Flash Sales, and collaboration with creators and affiliates to expand its market. Apelicious Owner Lisa Amalia said the #BeliLokal programme helps her products reach consumers in various regions of Indonesia. The business growth has also opened up job opportunities for nearly 120 local employees and supports cooperation with fruit and vegetable farmers in a number of regions. During the #BeliLokal Collaboration Celebration, Tokopedia and TikTok Shop gave awards to business actors and creators deemed to have contributed to expanding the reach of local products.