How Tanah Abang Traders Keep Up with the Times to Survive
Changes in consumer shopping patterns over recent years have begun to directly impact Pasar Tanah Abang in Central Jakarta. Many traders report that the number of buyers visiting the market continues to decline as consumers increasingly shift to online shopping.
Verni, a clothing trader at Tanah Abang, said this situation has forced her to sell online as well in order to remain viable. She sells through Shopee but acknowledges that relying solely on the physical market would not be profitable. She notes that whilst business picks up during the Eid period, it is far from the bustling trade of years past.
According to Verni, customers previously came directly to Tanah Abang for its vast selection of clothing. However, most products can now be found through mobile phones. “In the past, people really had to go to Tanah Abang for the wide variety of choices. But now it’s increasingly modern—everything is on gadgets, so people can shop via their phones,” she said.
Despite this, she does not view online shopping as problematic, believing that traders must continuously adapt. “Honestly, I don’t have a problem with online shopping. I have a principle that sustenance is already determined. As humans, we must strive, so I’ve also opened an online shop. But as time progresses, there will always be something that overtakes,” she explained.
Verni also highlighted how sales platforms have continually shifted, from physical markets to marketplaces, and now to live shopping features such as TikTok Shop. “It used to thrive here, then moved to Shopee—I moved with it—but now many people are selling through TikTok live shopping. Consumers are moving there. Especially now, what’s really harmful is that brands are selling directly themselves. For resellers like me, we’re trying to resell to them,” she said.
Another trader, Oong, believes that live shopping has made consumers more comfortable purchasing without visiting the market in person. “That really does have an impact because now people can buy clothes whilst lying down at home. The sellers explain the fabric details, style, and size well,” Oong said.
In his view, the ability to physically touch fabric has become the only remaining advantage of traditional markets. “The advantage of buying from us now is really just being able to feel the fabric. For style and size, buying through live shopping is already clear,” he noted.
Live shopping features do offer convenience to users. Whilst scrolling through TikTok, users can directly discover live broadcasts featuring products for sale. Users can watch the broadcast, ask questions, and interact directly with sellers about product details—including fabric, style, and size. If satisfied, buyers can proceed straight to payment without leaving the application.
If products or prices do not suit them, users simply need to continue scrolling to find other live shopping broadcasts. In this way, buyers no longer need to walk far around shopping centres searching for desired items.