Strategy For Local Brands To Increase Sales Through E Commerce

Photo: Special

JAKARTA - Indonesia's digital economy remains resilient amid global dynamics. According to Bank Indonesia, the value of e-commerce transactions reached IDR 44.4 trillion in July 2025, reflecting the high interest in online shopping and the increasing confidence of business actors in digital channels as a growth motor.

The key to successfully utilizing digital channels lies the brand's ability to analyze data, build relationships with audiences and collaborate with creators. This is a strategy implemented by local brand Jims Honey, SOVLO and KANKY, which is growing rapidly through the Tokopedia and TikTok Shop by Tokopedia ecosystems.

As a fashion brand that has been around since 2014, Jims Honey understands that the trend of moving quickly and consumer needs continues to change. For Hanny Zeng, CEO of Jims Honey, digitalization is not just following the flow, but the foundation for making business decisions.

E-commerce for us is not just a place to sell, but a place to learn. For us, research and product development are very important to remain relevant. This is why we are very serious in analyzing sales data at Tokopedia and TikTok Shop by Tokopedia, to better understand the trends and interests of the public, including models, colors, prices, and the best time to launch products, for example at the peak of Promo Guncang 11.11 on November 11, 2025," explained Hanny.

Jims Honey also admitted that the affiliate content creator is a strategic partner in business growth. More than 60 percent of Jim's Honey transactions come from affiliate. This contribution not only expands the reach but creates economic opportunities for thousands of other creators, ranging from housewives to students.

Despite growing rapidly with a turnover of tens of billions per month, Hanny emphasized the grounded philosophy.

"Raising class is a gradual process. Not just chasing numbers, we want to continue to contribute to the local economy," said Hanny.

SOVLO was born during the pandemic through the Tokopedia platform as a form of adaptation of the local souvenir business to become home to 54 Indonesian illustrators. SOVLO not only sells products, but revives works of art in everyday life through bags and accessories with the theme of Indonesian illustrations.

Along with business developments, SOVLO is now present at various offline retail stores in Indonesia, showing that omnichannels are not here to compete, but to collaborate and complement each other.

Afra Viena, SOVLO's Chief External Relations, said, at its offline store, SOVLO can provide experience directly for customers to see the quality of the product firsthand.

"While online, we focus on strategies to build brand awareness and customer retention. Both are equally important and complementary to support the growth and sustainability of SOVLO's business," he said.

In the Tokopedia and TikTok Shop by Tokopedia ecosystem, SOVLO optimizes the affiliated system.

"Affiliate content creators help us reach new consumers without losing artistic value. On the other hand, we can learn the performance of each content to strengthen the next strategy, especially in important moments such as the campaign for the twin dates of Promo Guncang 11.11 and Promo Guncang 12.12," said Afra.

KANKY is taking its own path in the local shoe industry. For the founder and CEO of KANKY, Alfonsus Ivan Kurniadi, competition in the industry is not a threat that needs to be avoided, but an opportunity to continue to be creative and provide added value for customers.

The competition will always exist; the important thing is how KANKY can continue to provide added value to customers. For that, we live close to the community, especially Gen Z, lovers of sneakers. Listening to them provides an overview for us in formulating effective added value," said Alfonsus.

Tokopedia and TikTok Shop by Tokopedia provide space for KANKY to test ideas quickly and accurately. Various market insights received from the Tokopedia and TikTok Shop platforms by Tokopedia, combined with public insight, help KANKY analyze market trends, regulate production capacity, determine product launch times, develop promotion strategies, to measure program effectiveness.

"We will strengthen the sales data analysis strategy at Tokopedia and TikTok Shop by Tokopedia to help ensure the accuracy of each step, especially in capturing what is currently Gen Z's very dynamic interest, including at the Promo Guncang 12.12 next month," added Alfonsus.

According to Stephanie Susilo, Senior Director of Tokopedia & TikTok E-commerce Indonesia, sellers from various regions in Indonesia are increasingly agile in utilizing digital channels as a source of insight to encourage their business growth.

Through a monthly grand campaign, Sale Sale and Promo Guncang salaries, we saw brands not only actively selling, but also analyzing data and making good use of it, and using features or programs properly to achieve the results they expected, "explained Stephanie.

At the Guncang 10.10 Promo, the spike in transactions actually came from the regions, such as Maluku and Gorontalo; showing that digital economic growth is increasingly even and inclusive. According to Stephanie, Tokopedia and TikTok Shop by Tokopedia are committed not only to be transaction sites, but rather a empowering house.

"We are here to create an ecosystem where technology, creativity, and communities can grow and achieve more together, for the future of a better national digital economy. Tokopedia and TikTok Shop by Tokopedia also want to continue to be part of the journey of local brands in encouraging sustainable growth," concluded Stephanie.