Driven by Rapid Growth in Discovery Commerce, Indonesia's F&B Industry Soars
The growth of Indonesia’s food and beverage (F&B) industry is opening up more opportunities for local entrepreneurs to reach a wider consumer base. As societal methods of discovering products through digital content evolve, Discovery Commerce is creating new avenues for businesses to build brands, introduce products, and expand operations.
Recognising this momentum, Tokopedia and TikTok Shop, through their #BeliLokal initiative, have introduced the NYAM Awards 2026. This programme serves as an appreciation platform for local F&B entrepreneurs and creators who demonstrate creativity, innovation, and business growth within the era of Discovery Commerce.
Stephanie Susilo, Executive Director of Tokopedia and TikTok Shop Indonesia, stated that the scale and growth of Indonesia’s F&B ecosystem reflect these vast opportunities. According to the Central Bureau of Statistics (2025), there were 5.28 million food and beverage businesses in 2024, an increase of 8.71 per cent compared to the previous year.
“This momentum is also reflected in the Tokopedia and TikTok Shop ecosystems, where the groceries or daily necessities category, particularly food and beverages, has become a key growth driver,” Stephanie said in a statement on Tuesday, 1 September 2026.
In the first half of 2026, the number of orders in the F&B category increased by almost 95 per cent compared to the same period the previous year. Meanwhile, the number of entrepreneurs selling F&B products grew by 184 per cent, effectively doubling in size.
To assist businesses in capitalising on these opportunities, Tokopedia and TikTok Shop continue to strengthen their support through education, Discovery Commerce, and collaborations with creators and various ecosystem partners.
Stephanie noted that Indonesia possesses a highly diverse local culinary ecosystem, with millions of entrepreneurs continuously innovating. Her organisation also observes very positive growth in the food and beverage category, regarding both demand and the number of businesses joining the Tokopedia and TikTok Shop ecosystems.
“Through the NYAM Awards, we want to help local F&B entrepreneurs gain wider exposure, reach new consumers, and unlock business growth opportunities,” said Stephanie.
Throughout the first half of 2026, the #BeliLokal initiative recorded a growth of over 50 per cent in the number of sellers, alongside a 51 per cent increase in local product sales, with a total of 700 million products sold. This growth demonstrates the increasing opportunity for local products to be discovered and selected by consumers via digital ecosystems.