Digital Strategy Boosts Cherry Tomato Sales
JAKARTA — AstyFarm is using digital technology to expand the market for its locally produced cherry tomatoes. Through Tokopedia and TikTok Shop, the company uses short-form videos, LIVE Shopping sessions and affiliate creators to introduce its products and reach consumers in different regions.
The strategy was accompanied by 52 per cent growth in AstyFarm’s transaction value in the third quarter of 2026 compared with the previous quarter. Since joining Tokopedia and TikTok Shop in February 2026, the company’s products have reached consumers in 42 Indonesian cities.
AstyFarm is a local cherry tomato producer founded by Asty Ananta. In 2024, the company launched Cherry Tomato Stevia as an alternative way to consume cherry tomatoes, using stevia and no added sugar.
Before turning to digital channels, AstyFarm relied on supermarkets as its main sales outlet. It later expanded distribution through Tokopedia and TikTok Shop, using digital content to explain the product’s characteristics and help consumers find products suited to their interests.
AstyFarm Chief Visionary Officer Asty Ananta said the two platforms had given the company opportunities to introduce its products through different content formats and engage directly with consumers.
“From the outset, we wanted to offer Indonesian consumers a new way to enjoy cherry tomatoes. Through Tokopedia and TikTok Shop, we can introduce Cherry Tomato Stevia through digital content, engage directly with consumers using LIVE Shopping, and reach new audiences through affiliate creators. The support of the Tokopedia and TikTok Shop ecosystem helps us broaden market access and drive business growth, while bringing local products closer to consumers in different regions,” Asty Ananta said.
AstyFarm uses a discovery-commerce approach, in which consumers come across products through digital content. Short-form videos can introduce a product’s distinctive features, while LIVE Shopping sessions allow sellers to interact with consumers and answer their questions in real time.
“Short-form videos help us tell the story of what makes our product distinctive, while LIVE Shopping sessions give us the chance to interact directly and answer consumers’ questions. When they are interested, they can also find and buy the product immediately through Tokopedia and TikTok Shop. That is the strength of discovery commerce: helping consumers find something new, learn more about it and then decide to buy,” she said.
Internal data from Tokopedia and TikTok Shop show that digital content is increasingly becoming a sales channel. In the first quarter of 2026, orders generated through LIVE sessions by sellers and affiliate creators rose 59 per cent compared with the first quarter of 2025. Orders from short-form videos grew by 135 per cent over the same period.
A similar trend was seen in the food and beverage (F&B) category. In the third quarter of 2026, the category grew 30 per cent year on year, while the number of sellers increased 45 per cent compared with the third quarter of 2025, according to internal data from Tokopedia and TikTok Shop.