E-commerce Sales Reach Rp 96.7 Trillion, Content Drives Digital Economy
The Ministry of Trade recorded e-commerce sales value in February 2026 reaching $5.76 billion or approximately Rp 96.7 trillion. This figure was influenced by the e-commerce trend increasingly relying on content as the main gateway for transactions.
On Tokopedia and TikTok Shop, live broadcasts were viewed 38 billion times, driving a surge in transactions up to 15-fold.
Stephanie Susilo, Executive Director of Tokopedia and TikTok Shop Indonesia, explained that as the content trend becomes the main driver in trade, TikTok’s discovery power plays a crucial role in helping users find products in a more engaging way. “The integration of Tokopedia and TikTok Shop allows sellers to transform discovery into transactions more seamlessly,” she stated in a press release on Friday (10/4/2026).
Supported by an integrated seller centre, businesses can manage operations more efficiently, access deeper insights, and reach customers through content and the marketplace, thereby driving conversions into tangible and measurable business growth.
The achievements of local brands like MOELL OFFICIAL, Pushop Store, and Vianova Watch Store serve as proof that utilising content, collaborating with affiliate content creators, and implementing relevant marketing strategies can accelerate growth and maximise opportunities in the e-commerce discovery era.
For the local mother and baby products brand on Tokopedia and TikTok Shop, MOELL OFFICIAL, understanding the needs and behaviours of parents as primary consumers is key. Consumers tend to seek practical solutions and value for money, so bundling strategies with competitive pricing are applied to increase purchase value.
MOELL OFFICIAL also leverages the trend that parents are often inspired by content. Therefore, the brand collaborates with affiliate content creators of various scales, including celebrities, to convey product values more relevantly.
This approach is reinforced with consistent 24-hour live streaming to capture traffic at various times while building direct interactions with consumers.