Practitioner: Content as a Driver of Trade Performance
Jakarta (ANTARA) - Executive Director of Tokopedia and TikTok Shop Indonesia Stephanie Susilo stated that alongside the development of the digital world, content has become the main driver in trade through e-commerce.
The Ministry of Trade, she continued in her statement in Jakarta on Saturday, recorded e-commerce sales value in February 2026 reaching US$5.76 billion or Rp96.7 trillion, a figure influenced by the e-commerce trend increasingly relying on content as the main gateway to transactions.
Regarding this, she mentioned that on Tokopedia and TikTok Shop, live broadcasts were watched 38 billion times and brought a 15-fold surge in transactions during the suhoor of Ramadan 2026.
“The integration of Tokopedia and TikTok Shop allows sellers to transform the discovery process into smoother transactions,” she said.
In addition, she continued, supported by an integrated seller centre, business actors 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.
Stephanie added that the achievements of several local brands demonstrate that through the utilisation of content, collaboration with affiliate content creators, and other relevant marketing strategies, business actors are able to accelerate growth and maximise opportunities in the era of discovery e-commerce.
Founder of MOELL OFFICIAL, Uung Victoria Finky, stated that by utilising insights that parents are often inspired by content, they collaborated with affiliate content creators of various scales, even celebrities who are suitable and can convey product values more relevantly.
This insight-based approach yielded real results; for the local mother and baby product brand, there was a 51 percent increase in GMV (gross merchandise value) or the gross value of all transactions on TikTok Shop, and the contribution from affiliates surged 63 percent during the previous Ramadan.
TikTok Shop Specialist from Pushop Store, Riki Rezkiyansyah, expressed a similar view, utilising content to boost sales by publishing more than 120 short videos or about four videos per day, to maintain product visibility and relevance in consumers’ eyes.
“With the support of affiliate content creators, video content, and marketing features like GMV Max, we can expand reach while optimising sales performance,” he said.
This approach resulted in strong growth for the local men’s bag product, with GMV during major campaign periods like Ramadan rising 53 percent compared to normal days, affiliate contributions increasing 60 percent, and sales performance from video content surging up to 94 percent.
Meanwhile, founder of Vianova Watch Store, Dennis Hartanto, relies on a combination of affiliate content creators, live streaming, and exclusive promotions to attract buyer interest.
This strategy, he added, positions creators as the spearhead in expanding reach while encouraging purchasing decisions.
This approach bore fruit, with GMV during Ramadan increasing 61 percent compared to normal days, where affiliate content creators contributed up to 87 percent to the total GMV.