Online Shop Owners Share Secrets to Bestselling Products on TikTok

Business owners have shared their strategies for ensuring their products are discovered by users on TikTok Shop, such as through the yellow basket feature embedded in content or via live streaming.

Lisa Amalia, owner of Apelicious, noted that most purchases occur directly from the yellow basket. “Around 40% of our sales come from the yellow basket video feature. Users see the video and immediately check out,” Lisa said during the Beli Lokal collaboration celebration between Tokopedia and TikTok Shop in Jakarta, Thursday (13/8/2026). She added that purchases also come through live streaming.

Similarly, Satrio Arief, Group Brand Manager of Facetology, stated that products are bought via the yellow basket. He explained that to be discovered by buyers, the company uses compelling keywords and relevant content. “Then relevant content as well, and most importantly, tapping into trending topics. That’s what we believe remains relevant,” he said.

Another strategy involves retaining potential buyers during live streams, as e-commerce users typically scroll past broadcasts quickly. To make viewers stay, the beauty brand incorporates relevant and engaging elements into its live streams, such as themed events for product launches or special shopping days.

“Usually, people’s retention when scrolling is only about zero to three seconds. So, if there’s an interesting live stream, they will stop. That’s our way of staying relevant,” Satrio explained. He also emphasised the importance of educating consumers to differentiate the brand from competitors, providing information without disparaging other brands.

Lisa added that consumer education about her products, including the production process, raw materials, and the people involved, has been crucial. “We once had 52 or 53 million viewers when we launched our dragon fruit chips. So even though we are based in Malang, the whole of Indonesia knows about it, maybe even people abroad,” she explained.