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View all search resultsIndonesian entrepreneurs cash in on TikTok live selling spree
Experts say TikTok's Indonesia strategy is catching on with shifting shopping habits as younger customers demand more engaging experiences to open their wallets.
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I
ndonesian livestreamer Christine Febriyanti stood in a room crammed with clothes in Jakarta, hawking colorful garments to hundreds of viewers on a TikTok livestream for a local fashion brand.
"For the vitamin C kind of girls, you'll fulfill all of your nutrient needs with these orange pants," the 25-year-old told the sales session.
Her pitch is part of a clamor for TikTok shopping in Indonesia, where users spent more money on the app than anywhere else in Southeast Asia over the past year.
The region is a bright spot for TikTok, owned by Chinese tech firm ByteDance, following months of intense scrutiny in the United States and other nations over users' data security and the company's alleged ties to Beijing.
TikTok CEO Shou Zi Chew announced plans last week to invest billions of dollars in Southeast Asia, where it counts 325 million users, of whom 125 million are in Indonesia.
As TikTok Shop grows in popularity, with Indonesians buying more than a third of goods sold in Southeast Asia over the past year, entrepreneurs are flocking to the platform to promote a range of tech, fashion and homemade products.
They are drawn to TikTok's e-commerce features that allow them to sell through live streams or open online stores.
