From Content to Visits: TikTok GO by Tokopedia Connects Inspiration on TikTok with Real Experience

JAKARTA - TikTok today officially introduced TikTok GO by Tokopedia, a service that connects recommendations of local places and services within the application with an immediate experience in the real world. TikTok GO by Tokopedia is also present to support the growth of dine-in businesses and creators in Indonesia.

As user behavior changes, content plays an increasingly important role in influencing daily decisions, including in choosing a place to eat. TikTok GO by Tokopedia is here to bridge the process - from finding recommendations to visiting directly - through the integration of short videos, LIVE, search features, local feeds, and location-based content. That way, users can more easily switch from finding recommendations through content to actually trying the experience.

According to data from the Central Statistics Agency (BPS), the food and beverage sector continues to experience growth, with the number of businesses reaching 5.28 million in 2024¹, an increase compared to the previous year². This growth is also in line with the number of MSMEs that have joined digital platforms that have reached 25 million businesses³, to expand their marketing reach while optimizing their operations.

From the consumer side, around 65 percent of Indonesian people also use digital platforms as a reference to find new culinary options⁴. This shows the potential of the food service ecosystem which is increasingly connected to the digital world.

Teuku Riefky Harsya, Minister of Creative Economy of the Republic of Indonesia, welcomed TikTok GO by Tokopedia's initiative to expand its contribution to the food service industry in Indonesia, especially for local dine-in businesses.

"This initiative is in line with the Ministry of Creative Economy's efforts to encourage the growth of the creative economy sector which has great potential as a national economic force," he said, Wednesday, April 29.

Meanwhile, William Panjaitan, Lead of Key Dine-in Merchant TikTok GO by Tokopedia, explained that content is no longer a means of entertainment, but has become an important part of how people find inspiration and make decisions in their daily lives.

"We are also seeing more people turning to TikTok as a 'taste catalog' to find new culinary references. This is also in line with the growth of searches (search) related to local services which have increased by more than 60 percent every year on our platform. Through TikTok GO by Tokopedia, we want to present an integrated experience that is easy to access, where the inspiration found on TikTok can immediately continue to become a real experience," he explained.

TikTok GO by Tokopedia is supported by a growing ecosystem of dine-in merchants and creators, so it can accelerate the journey from content to visits that can ultimately drive significant growth for local businesses. On the other hand, authentic content and integrated services help merchants get additional orders and encourage visits to offline outlets. User interaction with content also encourages the search for products and services, which also strengthens the overall growth of the business ecosystem.

In its mission to support the growth of the food service ecosystem in Indonesia, TikTok GO by Tokopedia has shown positive development, with an increase of more than 20 times in the number of daily orders of dine-in merchants throughout 2025. This shows the potential of integration between content and commerce in driving business performance.

Ali Susanto, Director of Roti'O, welcomed the presence of the TikTok GO by Tokopedia service. As a local F&B brand, his party saw a major change in the way consumers find and choose places to eat, where digital content is now one of their main references.

"TikTok GO by Tokopedia helps bridge this change by turning inspiration into real visits. Through relevant and close to daily content, Roti'O can not only increase visibility, but also encourage more consumers to come to our outlets," explained Ali.

For creators, TikTok GO by Tokopedia also opens up new opportunities to provide a more meaningful impact. In 2025, the TikTok GO creator ecosystem in Indonesia has grown 12 times. This growing community of creators with increasingly authentic content provides a more trusted reference for users in making decisions. This also allows users to enjoy a more seamless experience through integrated services on one platform.

TikTok creator, Hafiz, one of the figures behind the @watchme.eats account, added that TikTok GO by Tokopedia gives him room to be creative while creating a real impact. Thanks to the power of discovery (discovery) and the community on TikTok, his content can not only inspire, but also encourage people to try and visit the places he recommends.

"We are very excited to see how the creativity of creators can be directly connected to dine-in businesses and help drive their growth. We are proud to be part of an ecosystem that not only encourages interaction, but also creates real value for the dine-in industry in Indonesia," he explained.

Through more authentic and trusted creator content and community interactions, businesses can now connect with their audiences in a more natural and relevant way. This creates a more integrated ecosystem, where creators, merchants, and users all benefit from a process of discovery that continues to become real action.

On April 29, TikTok GO by Tokopedia held its first Partner Summit in Indonesia which brought together dine-in business actors, creators, and partners to see firsthand how TikTok GO works, as well as introducing various new programs and its commitments in Indonesia.

In the future, TikTok GO by Tokopedia targets to empower tens of thousands of dine-in businesses in Indonesia through various initiatives such as incentive policies, digital training, and promotional support throughout 2026. This effort aims to help businesses increase their visibility, build stronger connections with consumers, and participate more actively in the digital economy.

When joining TikTok GO by Tokopedia, new merchants will receive various support ranging from special subsidies for products, increased visibility so that they are easier to find by TikTok users, to collaboration with creators to produce content directly on location. This approach helps brands build credibility faster while encouraging an increase in orders.

In addition, TikTok GO by Tokopedia will also present various marketing campaigns throughout the year to support brand growth and merchant sales. Through this approach, TikTok GO by Tokopedia strengthens the synergy between content, community, and business activities (commerce), while opening up wider growth opportunities for local businesses in the discovery era.

With the vision of becoming the most trusted integrated local service, TikTok GO by Tokopedia also launched a variety of new services to improve the user experience, such as the "Buy with Ease, Refund Anytime" program which allows unused vocers to be automatically refunded without approval.

"In the future, we want TikTok GO by Tokopedia not only to be a discovery platform, but also a trusted platform for users as well as a growth driver for local businesses. By connecting creators, merchants, and communities, we believe we can create a wider and sustainable economic impact in Indonesia," concluded William.