Indonesia entrepreneurs cash in on TikTok live selling spree
JAKARTA - Indonesian livestreamer Christine Febriyanti stood in a room crammed with clothes in Jakarta, hawking colourful garments to hundreds of viewers on a TikTok livestream for a local fashion brand.
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.where it counts 325 million users, of whom 125 million are in Indonesia. Ms Febriyanti’s 20-strong online retail employer Monomolly reported a 30 per cent increase in revenue since kicking off a TikTok livestream drive last year, according to spokesperson Nadya Paramitha.It has allowed sellers to “reach new markets randomly” instead of relying on interest-based search results on rival apps, said TikTok sales manager Chelvyana Onggo Winata.DIY home streamers Panji Made Agung and his wife Astari Gita used to rely on their families to survive.
“We discovered selling products alone would not work. It has to touch people’s emotions. It has to be entertaining,” Ms Gita said.Employees offering merchandise for sale through a TikTok livestream in Jakarta. PHOTO: AFP Indonesia represented 42 per cent of TikTok’s US$4.4 billion regional gross merchandise value last year, according to Singapore-based consultancy Momentum Works.Online shopper Aldi Alfarabi said he wasn’t looking to spend money while scrolling through TikTok livestreams, but he often stumbled on items that took his fancy, such as a dinosaur backpack he recently bought.
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