Content-Based Shopping Surges, E-Commerce Reaps Rp 96.7 Trillion
Content is increasingly driving digital trading activities. The Ministry of Trade recorded that the value of e-commerce transactions in Indonesia reached Rp 96.7 trillion in February 2026, boosted by the trend of content-based shopping.
Through the utilisation of content and relevant campaigns, businesses in the integrated Tokopedia and TikTok Shop ecosystem have been able to optimise this momentum into tangible business growth. Several electronic brands in the Tokopedia Mall and TikTok Shop ecosystem that participated in the Tokopedia Super Brand Day campaign during Ramadan 2026, such as TCL Indonesia, vivo Indonesia, and Simplus, recorded sales increases of up to 200%.
Stephanie Susilo, Executive Director of Tokopedia and TikTok Shop Indonesia, explained that through the integrated ecosystem, Tokopedia and TikTok Shop help businesses transform content searches into transactions.
“TikTok’s support in terms of discovery power and community, synergised with features, campaigns, and market insights from Tokopedia and TikTok Shop, enables brands to design more effective strategies in reaching consumers, experiencing #JualanNyaman, and driving sustainable business growth. On the other hand, through the Mall on Tokopedia and TikTok Shop, the public can enjoy a #BelanjaAman experience with a 100% authentic product guarantee and free shipping,” she stated in a press release on Friday (17/4/2026).
TCL Indonesia utilised market insights from the integrated Tokopedia and TikTok Shop seller centre through the Tokopedia Super Brand Day campaign in the Extra Fun Ramadan 2026. This step was taken to meet the high demand for household electronic products, particularly televisions and refrigerators, while strengthening its position in the home appliances category.
As a result, TCL Indonesia recorded increases in order volume and transaction value of 175% and 212%, respectively. This performance was supported by the launch of four new television products, including the 55V6D AI 4K HDR Google TV series, with price ranges from entry-level to high-end, through a consistent content strategy.