TikTok, Tokopedia to Launch New Campaign on 12.12 National Online Shopping Day
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11 December 2023 16:28 WIB
TEMPO.CO, Jakarta - Indonesian tech giant GoTo officially announced its partnership with China’s TikTok today, Dec. 11, which will see the global entertainment platform become the majority shareholder of GoTo's e-commerce platform, Tokopedia.
Under the deal, GoTo said that Tokopedia will operate and manage the shopping feature in the TikTok Indonesia app. The two planned to launch the first campaign dubbed 'Beli Lokal' or 'Buy Local'.
“The initiative which will be launched during the pilot period will start on December 12, coinciding with the National Online Shopping Day (Harbolnas),” GoTo said in its written statement, on Monday, Dec. 11.
The campaign will be available on TikTok and Tokopedia, allowing users of the short-video app to engage and shop through the e-commerce service. GoTo assured that the campaign will feature a wide range of merchants that strongly focus on Indonesian products.
GoTo also claimed that at least 90 percent of the merchants are MSMEs and that the company pledged further support through various programs, such as by ensuring that the marketplace fosters fair competition.
TikTok committed to investing over US$1.5 billion, or about Rp23 trillion, in Tokopedia which would allow it to revive its online shopping feature, TikTok Shop, which was shut down following the Indonesian government’s ban on social commerce.
GoTo expected the transaction to close in the first quarter of 2024, as it is in line with the group’s strategy to bolster its financial and strategic position by expanding its total addressable market.
RIANI SANUSI PUTRI
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