Rayakan Harbolnas 12.12, Tokopedia Dan TikTok Shop Mendorong Pertumbuhan Ekonomi Digital Dan Dukung Brand 'Lokal Meninggi'

JAKARTA - Tokopedia and TikTok Shop are ready to enliven the end of 2025 through the peak of the annual online shopping program Sale Salary and Promo Guncang 12.12, as well as encouraging local Indonesian business actors to worldwide through the 'World Local' initiative.

Data from the Central Statistics Agency shows that in the third quarter of 2025, e-commerce transactions in Indonesia grew 6.19 percent on a quarterly basis, asserting that online shopping was increasingly an important part of community activities. In the same period, exports of goods and services also increased 9.91 percent (yoy), signaling great opportunities for local products to reach overseas markets through digital channels.

At the regional level, the potential for the digital economy in the six largest Southeast Asian countries, including Indonesia, is estimated at 600 billion US dollars by 2030, showing the great opportunity for Indonesian business actors to expand their market to ASEAN, which has a growing digital consumer base.

Digital platforms are now increasingly playing an important role for MSMEs and local brands to expand their reach, increase competitiveness, and enter the global market. Seeing this opportunity, Tokopedia and TikTok Shop are committed to supporting the growth of local brands through Promo Guncang 12.12, which helps business actors increase visibility and sales digitally.

In addition, the Local Global initiative also encourages the export of Indonesian products through the TikTok Shop regional ecosystem, opens wider access to the Southeast Asian market and strengthens the contribution of local products to the national economy.

Through the momentum of 12.12 this year, Tokopedia and TikTok Shop not only present more value to buyers, but also open up greater opportunities for business actors and local brands to increase their class. In addition, with a strong ecosystem, we continue to encourage local Indonesian business actors to penetrate the global market, build pride and trust in Indonesian-made products, to strengthen the nation's digital economy," said Tokopedia's Head of Public Policy & Government Relations and TikTok Shop E-commerce Indonesia, Hilmi Adrianto in Jakarta, Wednesday, December 3.

The Minister of Trade of the Republic of Indonesia, Budi Santoso, appreciated the efforts of digital platforms in Indonesia, one of which was Tokopedia and TikTok Shop, in strengthening Indonesia's digital economy.

"This is reflected in the opening of wider market access for local products and business actors, especially through the National Online Shopping Day (Harbolnas) campaign on December 10-16, 2025," explained Budi.

"This initiative is expected not only to open wider access for Indonesian business actors in the country, but also to be able to strengthen the position of Indonesian products in the international arena through the use of an inclusive and competitive digital trade ecosystem, so that more MSME products can penetrate the global market," added Budi.

The Local Global Program is a TikTok Shop initiative to encourage local brands in Indonesia to penetrate Southeast Asia's main market through the TikTok Shop ecosystem. This program is expected to accelerate cross-border expansion with TikTok Shop infrastructure in Southeast Asia that is ready to use, in line with the mission of lifting local products to the pandemic.

Through the global Local initiative that presents directed learning, mission-based activities, and intensive assistance, TikTok Shop by Tokopedia is cloudy with local brands in validating market potential, understanding consumer preferences, and increasing operational readiness.

Participants also have direct access to the TikTok Shop team in each country to understand the local needs and expansion lines, as well as connect with the official TikTok Shop Partners (TSP) which provides professional services such as content creation, live streaming, store management, to order fulfillment support.

Several Indonesian companies and local brands have taken advantage of TikTok Shop to expand their business to the world stage, including Paragon, Realfood and Eiger Adventure. Realfood since 2024 has been preparing for expansion to Southeast Asia by bringing native Indonesian swallow's nest to markets that already understand its benefits.

Supported by increasing global demand for healthy and natural products, TikTok Shop opens international access to Realfood through an integrated ecosystem, consumer analytics, and content support and live shopping that strengthens the presence of brands in the new market.

Meanwhile, Paragon, through its top brands such as Wardah, Kahf, Make Over and Emina, has expanded its steps to Malaysia, supported by local teams and creator collaboration to strengthen connectivity with consumers. By utilizing TikTok Shop data and insights, Wardah is able to read global trends, adapt product innovations, and build communities through live streaming and creator campaigns, so that cross-border distribution and promotions are more effective.

Eiger Adventure has been present in Malaysia since 2023 and is now preparing to penetrate other Southeast Asian markets such as Thailand, the Philippines, Vietnam, and Singapore. TikTok Shop is a strategic channel to accelerate expansion thanks to its segmented global audience, live shopping support and creators to revive storytelling brands, as well as real-time analytics that enable quick and precise marketing strategy adjustment.

The success of Promo Guncang 11.11 which recorded satisfactory results further emphasized that the collaboration between Tokopedia and TikTok Shop by Tokopedia was able to provide a relevant shopping experience and is of interest to Indonesian consumers. Through Sale & Promo Sale Guncang 12.12 Salaries, we offer a more attractive and efficient choice, as well as help the public find new products and brands they need. We are optimistic that this program can continue to encourage the growth of a healthy, safe, and beneficial e-commerce ecosystem for all users," said Hilmi Adrianto, Head of Public Policy & Government Relations of Tokopedia and TikTok Shop E-commerce Indonesia.

During the Promo Guncang 11.11 period, Tokopedia and TikTok Shop recorded a significant increase in transactions, with an increase of 176 percent and 96 percent each compared to normal days. In the same period, the number of orders also grew significantly with Tokopedia rising 92 percent and TikTok Shop increasing 64 percent, showing high enthusiasm for the community and sustainable growth on both platforms.

In addition, Promo Guncang 11.11 also shows an increasingly equitable distribution of transactions in various regions. Tokopedia recorded transaction growth in Aceh, West Sulawesi, East Nusa Tenggara, Maluku, and Papua, while TikTok Shop recorded an increase in Aceh, North Sumatra, Lampung, Central Java, and North Sulawesi.

Di berbagai kategori produk utama, baik Tokopedia maupun TikTok Shop mencatat pertumbuhan an order yang kuat selama periode 11.11 dibanding hari normal. Kategori Makanan & Berasan mengalami kenaikan tertinggi sebesar 76 persen, disusul Otomotif & Elektronik sebesar 54 persen, Kemangatan & Perawatan Diri sebesar 48 persen, dan Fashion sebesar 35 persen.