Live Streaming and Affiliates Become Growth Engines for E-Commerce Sellers

The trend of utilising content as the primary driver of transactions is strengthening in the digital trade industry.

The Ministry of Trade recorded e-commerce sales value in February 2026 at $5.76 billion or approximately Rp96.7 trillion (assuming an exchange rate of Rp17,098 per dollar US).

This figure was influenced by changes in consumer behaviour that increasingly rely on content as an entry point for shopping.

The surge in activity corresponds directly to increased transactions. During the Ramadan 2026 suhoor period, transactions were recorded to surge up to 15 times.

Executive Director of Tokopedia and TikTok Shop Indonesia, Stephanie Susilo, stated that this trend shows a significant shift in digital consumption patterns.

She explained that as the content trend becomes the main driver in trade, TikTok’s discovery power plays an important role in helping users find products in a more engaging way.

Several local brands are utilising this trend to boost business performance, including Moell Official, Pushop Store, and Vianova Watch Store.

The three rely on content-based strategies, collaborations with affiliate content creators, and optimisation of platform features to increase sales.

The mother and baby product brand Moell Official, for example, adopts a consumer insight-based approach. The company sees parents as the primary target who tend to seek practical solutions with commensurate value.

In addition, this brand takes advantage of consumers’ tendency to be inspired by content. Moell Official collaborates with affiliate content creators of various scales, including celebrities, to convey product values in a more relevant way.

This strategy is reinforced with consistent live broadcasts conducted for 24 hours.

This approach has resulted in significant performance improvements.

Transaction value or gross merchandise value (GMV) increased by 51 percent, and affiliate contributions rose by 63 percent.