TEMPO.CO, Jakarta - Vonny Ernita Susamto, Director of Tokopedia, has revealed that Micro, Small, and Medium Enterprises (MSMEs) selling on Tokopedia have seen a 95% increase in sales since also listing their products on TikTok Shop. This data comes from a survey conducted by Tempo Data Science.
"Our synergy has successfully increased the sales of MSME products on both platforms," Vonny said during a media briefing at Tokopedia Tower Ciputra World 2 on Thursday, June 19, 2025.
Vonny highlighted the "Buy Local" campaign, a collaborative initiative between Tokopedia and TikTok Shop designed exclusively for MSME products. "Products from abroad are not allowed; it must be truly MSME," she emphasized.
Thanks to the collaboration in this campaign, Vonny said that seller transactions doubled in the first quarter of 2025 compared to the previous year. She noted that all product categories participating in the program experienced an increase.
The top five most popular categories in the "Buy Local" campaign are fast-moving consumer goods (FMCG), fashion, household, automotive, electronics, and hobbies. "Buy Local itself also drives local MSME sales up to 70 percent," she added.
Beyond the "Buy Local" campaign, traders active on both Tokopedia and TikTok Shop can experience an even greater boost, with sales increasing by up to 118%. "Tokopedia and TikTok Shop encourage even higher sales increases if MSMEs also have two accounts," Vonny explained.
To further enhance sales, Vonny encourages entrepreneurs to embrace live streaming shopping techniques. She observed that many sellers have increasingly adopted this method over the past four years.
Live streaming facilitates easier product marketing and sales by enabling direct interaction between sellers and customers, offering a more engaging shopping experience. "You can directly interact, and if there are any questions, they can be answered immediately," she said.
During the event, Vonny also shared insights into consumer behavior when using search engine features within live shopping. Research by Katadata Insight Center indicates that most consumers prioritize searching for promo keywords, with 72% typically looking for promo hashtags. Following this, 67% of consumers consider complete product descriptions, while 66% target promos on special dates. Additionally, 63% await flash sale promos, and 62% consider product quality.
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