Transactions Surge in the 12.12 Shake Promo, Tokopedia and TikTok Shop Expand Digital Economic Impact

Closing 2025, Tokopedia and TikTok Shop by Tokopedia (TikTok Shop) recorded positive performance throughout the implementation of the 12.12 2025 Shake Promo, which not only encouraged an increase in people's shopping activities, but also contributed to the growth of Indonesia's digital economy.

During the 12.12 Shake Promo period, Tokopedia and TikTok Shop recorded an increase in transactions compared to normal days, 58 percent on Tokopedia and 52 percent on TikTok Shop. This achievement reflects the high enthusiasm of the public for a series of year-end promos, and shows how digital platforms can be one of the means that make it easier for people to shop and transact.

Furthermore, this growth is also reflected in the spread of transactions that are increasingly evenly distributed in various regions of Indonesia. During the 12.12 period, an increase in transactions was recorded in a number of areas such as West Java, North Sumatra, Bali, South Sulawesi and South Sumatra; indicating the increasing adoption of e-commerce and the opening of opportunities for more inclusive digital economic growth in various regions.

Stephanie Susilo, Senior Director of Tokopedia and TikTok E-commerce Indonesia, said the positive achievement of the 12.12 Promo Guncang reflected the increasingly strong role of the Tokopedia and TikTok Shop ecosystems in driving Indonesia's digital economic growth.

"This is not only seen from the increase in transactions and orders, but also from the spread of transactions that are increasingly evenly distributed in various regions, which opens up wider opportunities for local business actors to grow and rise in class. In the future, entering 2026, we are optimistic that we can continue to strengthen innovation, collaboration, and sustainable support for local business actors to become more competitive, both in the domestic and global markets," he said in a written statement, Monday, December 29.

On Tokopedia and TikTok Shop, a number of major categories such as Fashion, Beauty & Personal Care, Food & Beverage, and Electronics & Automotive recorded positive performance during the 12.12 Shake Promo period, with an average transaction growth of around 59 percent.

Meanwhile, the more varied products that consumers are interested in during the 12.12 Shake Promo include:

Tokopedia

TikTok Shop

Top 5 based on number of orders

Top 5 based on GMV

Top 5 based on number of orders

Top 5 based on GMV

Food and Beverages

Telephones and Electronics

Beauty and Personal Care

Beauty and Personal Care

Telephones and Electronics

Computers and Office Equipment

Women's Clothing and Underwear

Women's Clothing and Underwear

Household Equipment

Household Equipment

Food and Beverages

Telephones and Electronics

Beauty and Personal Care

Home Repair Tools

Household Equipment

Muslim Fashion

Automotive and Motorcycles

Automotive and Motorcycles

Muslim Fashion

Food and Beverages

Support Indonesian Local Brands Through Global Local Initiatives

In line with the 12.12 momentum, Tokopedia and TikTok Shop continue to strengthen their commitment to supporting local business players through the Global Local initiative. This program is designed to help Indonesian local brands, including those at the UMKM scale, expand their reach to the regional market in Southeast Asia by utilizing the integrated TikTok Shop ecosystem.

MSMEs contribute 15.7 percent to the total national exports, in line with the government's target to encourage export growth of 9 percent in the next five years. E-commerce plays a strategic role in expanding the participation of MSMEs in the export market and opening up new growth opportunities.

At the same time, the digital sector contributes around 8 percent to GDP and is targeted to increase to 9-10 percent this year, with e-commerce as the largest contributor reaching around 72 percent of Indonesia's total digital economy - emphasizing the important role of e-commerce in connecting local business actors to regional and global markets, as well as accelerators of digital economic growth and even national GDP.

Through the Global Local initiative, which includes targeted learning, mission-based activities, and intensive mentoring, TikTok Shop by Tokopedia supports local brands in evaluating market opportunities, understanding consumer preferences, and improving operational readiness. Participants also have access to the TikTok Shop team in each country and are connected to official TikTok Shop Partners (TSP) that provide professional services, ranging from content creation, live streaming, store management, to order fulfillment support.

Since its launch earlier this month to date, the Global Local initiative has been followed by 10 local brands, including Amaterasun, Azarine, Hanasui, Eiger Adventure, Paragon, and RealFood. One of the local brands that felt the direct positive impact of the Global Local initiative was Eiger Adventure, where TikTok Shop became a strategic channel to accelerate

expansion thanks to the audience in Southeast Asia for Eiger Adventure, live shopping and creator support to bring brand storytelling to life, and real-time analytics that allow for quick and precise adjustments to marketing strategies.

In addition to encouraging the growth and expansion of local brands in local and overseas markets, Tokopedia and TikTok Shop also consistently provide a safe and comfortable transaction experience through the #BelanjaAman and #JualanNyaman initiatives.

Through #BelanjaAman, both platforms prioritize consumer protection by providing various features and education, ranging from secure payment systems, user data protection, to transparent complaint and resolution mechanisms. This effort aims to build public confidence in a sustainable e-commerce ecosystem.

Meanwhile, the #JualanNyaman initiative is focused on supporting sellers and business actors so that they can sell more comfortably and responsibly. This initiative includes policy education for platforms, operational support, and the use of features and technology that help sellers improve service quality and compliance, thus creating a healthy digital trading ecosystem for all parties.

Going forward, Tokopedia and TikTok Shop are committed to continuing to provide relevant, safe, and inclusive shopping programs, as well as expanding strategic support for MSMEs and local brands. With an increasingly stronger ecosystem collaboration, both platforms are optimistic that they can continue to contribute to accelerating Indonesia's digital economic growth throughout 2026 and beyond, as well as supporting local brands to rise to the world stage.