#BeliLokal at Indonesia Fashion Week 2026: TikTok Shop by Tokopedia Strengthens Local Fashion Ecosystem through Discovery Commerce

Photo: Special

JAKARTA - TikTok Shop by Tokopedia (TikTok Shop) is carrying out the #BeliLokal campaign at the Indonesia Fashion Week (IFW) from July 29 to August 2, 2026 in Jakarta to strengthen the growth of local fashion brands through discovery commerce - a digital trading model that helps businesses expand market reach and increase sales through authentic content, such as short videos and LIVE sessions.

The local fashion industry continues to be one of the drivers of the national economy. In 2024, the fashion and creative sector absorbed 3.69 million workers. Meanwhile, in the first quarter of 2026, the GDP of this sector reached IDR 120.13 trillion. The momentum of the growth of the local fashion industry is accompanied by changes in consumer spending behavior that increasingly rely on digital content to find products.

Tokopedia & TikTok Shop Indonesia Fashion Category Strategy and Campaign Lead, Claudia Elaine, said that the way people find and buy fashion products is constantly evolving.

"More and more consumers are getting inspiration through short videos and LIVE sessions. The inclusiveness of discovery commerce opens up opportunities for local fashion brands of various scales to reach more consumers through content, community, and trading activities in an integrated ecosystem," he said, in a written statement, Tuesday, August 4.

Through #BeliLokal at IFW 2026, there are premium booths with LIVE facilities to help local fashion brands launch their latest products exclusively on Tokopedia and TikTok Shop; considering LIVE has proven to increase orders by 59 percent in the first quarter of 2026 compared to the previous year. TikTok Shop also facilitates collaboration with affiliates and special pages to strengthen the performance of local fashion brands.

Local fashion brands grow thanks to the power of discovery commerce One of the local fashion brands participating in IFW 2026 with TikTok Shop is Beige Studio (TikTok, Tokopedia, TikTok Shop). Founded by Priscillia Wirjadinata while still studying during the COVID-19 pandemic, Beige Studio started from a side business that is now the main source of income. This brand is built by and for women, with 100 percent female employees and fashion products aimed at women.

To maintain sustainable growth, Beige Studio utilizes discovery commerce. TikTok LIVE is the main channel to launch the latest collection, while short videos can expand the audience and build trust. According to Priscillia, the success of content in driving conversions lies in consistency, authenticity, and relevance. Now Beige Studio can generate up to 700 orders per day through TikTok Shop.

"TikTok Shop's support strengthens our brand; during the twin date and pay day campaigns, our sales increased by more than 50%," said Priscillia. In addition to encouraging sales, Priscillia assessed that the user protection system on TikTok Shop helps build trust. "Even though our followers are not many, consumers still feel confident to shop because they feel protected by the system on the platform. This makes us #JualanNyaman on TikTok Shop," he explained.

The big role of affiliates in the progress of the local fashion industry

Fashion is one of the categories with the highest order growth thanks to affiliates. In 2025, orders through affiliates on TikTok Shop increased 2.5 times compared to 2024. The Accenture Song research titled Shoppertainment: APAC's Trillion-Dollar Opportunity shows that, through authentic content, creators are able to connect culture, community, and commerce. In Asia-Pacific, the economic value influenced by creators, including affiliates, is projected to reach US$1.2 trillion by 2030 or grow 1.4 times compared to 2025.

@Ireztia is an example of an affiliate who has played a role in promoting the progress of fashion brands in Indonesia. This creator with more than one million followers focuses on promoting local products, especially Muslim fashion. "At first, I wanted to learn how affiliates work because I wanted to use it for my own brand. It turned out to be addictive, and from there I started to take this profession seriously because I could help fashion MSMEs in Indonesia at the same time," said Ireztia.

For Ireztia, becoming an affiliate is not only an opportunity to earn income, but also a way to help the #BelanjaAman audience find quality local products through responsible recommendations. Therefore, he always selects products based on reviews, store reputation, licenses, and chooses stores with Mall status to maintain audience trust. According to him, TikTok Shop's support also plays a role in increasing sales performance. "Without the support of the platform, the ROI I get is usually around 10 times, but with the support of the platform, the number can increase by 30 to 40 times. The difference is very noticeable," concluded Ireztia.