The Success Story Of Ayu Nabella, From Tanah Abang To TikTok

Illustration. (Photo: Unsplash)

JAKARTA - TikTok and Tokopedia in their official announcement on Monday 11 December, said they had formed a strategic partnership with the business integration of Tokopedia and TikTok Shop Indonesia to be combined under PT Tokopedia. That way, the shopping service feature in the TikTok application in Indonesia will be operated and managed by PT Tokopedia. Their first program is in conjunction with Harbolnas, Tuesday 12 December.

The return of the TikTok Shop was actually welcomed by a number of MSME players, as well as those from the Tanah Abang market who had been in the spotlight amid the TikTok Shop issue.

There are even MSME players located in Tanah Abang Market, Jakarta, who enthusiastically welcome the presence of TikTok Shop because they can again use the power of digital platforms to grow their business.

One of them is the Ayu Nabella Store. The seller of negligee products and casual clothes with batik motif at Tanah Abang Market is the right example of how offline traders (MSMEs) use digital platforms that eventually make their business grow and expand.

The inspiring view of Ayu Nabella's journey not only reflects her success as an MSME actor, but also becomes clear evidence of the unlimited opportunities available to small and medium-sized entrepreneurs who are intelligent in utilizing the power of social media and e-commerce.

Namira, the owner of Ayu Nabella's business, has restarted its business trip in Tanah Abang, which is known as a retail wholesale center in the capital city of Jakarta. In the midst of this busy market, Ayu Nabella managed to get many customers and grew positively. However, this business did not escape the impact of the pandemic that hit Indonesia a few years ago.

Like many other shops, he was forced to reduce opening hours and experienced a decline in sales, which was in danger of closing.

"As MSME players, selling on online platforms is a must today, because that way we can reach wider potential buyers throughout Indonesia, and even abroad. Increasing sales allows me to develop my business by adding more employees, and involving more craftsmen and tailors. Not only that, with the training and activities held by TikTok, I can also interact with other MSME entrepreneurs to exchange stories and experiences," said Namira.

One of the key strategies in Ayu Nabella's success is her authentic and relatable approach to the target of her buyers, namely mothers. Through this account, Namira shares her tips and travels as a mother, displays joy and sorrow in building a business, and interacts directly with her audience during the live.

In October, when he was no longer able to sell on TikTok, Ayu Nabella was implauding. He continues to take advantage of the TikTok platform to promote his products, as well as make exciting short videos by entertaining, so that he can continue to maintain relationships with his customers on TikTok. This strategy proved successful, because when the commerce feature reopened on TikTok, he recorded his high sales figures.

Ayu Nabella also hopes that with her series of MSME business trips, she can become a role model for many parties who want to pursue the MSME business. This is because his journey is proof of the unlimited opportunities available for MSME players who take advantage of the power of social media and e-commerce, surpassing geographical restrictions and pushing their business to an unprecedented level of success.

His courage to go beyond geographical boundaries and bring his business to an unprecedented level of success is a reflection of the dynamics of today's business world. With this transformation, Ayu Nabella marks innovative steps that bring hope to other MSMEs to embrace digital platforms, adapt to changes in consumer behavior, and open the door to greater progress in the future.