Indonesia emerges as TikTok Shop's US$6.2b engine, second only to US

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Indonesia has solidified its position as TikTok Shop’s second-largest market globally, generating US$6.2 billion in gross merchandise value (GMV) in 2024, trailing only the US with US$9 billion. Thailand ranks third, contributing US$5.7 billion, according to research firm Momentum Works.

The figures underscore Indonesia’s growing dependence on live shopping platforms, with TikTok Shop capturing around 11% of the country’s US$56.5 billion eCommerce market, reported Tech in Asia. While still behind market leaders Shopee and Tokopedia, TikTok’s rapid rise illustrates its ability to blend content and commerce in ways traditional marketplaces cannot.

The rise, however, has not been without challenges. During recent nationwide political demonstrations, TikTok temporarily suspended livestreaming, citing safety concerns. The suspension, which began on 30 August 2025, disrupted the platform’s signature live shopping feature - underscoring both the opportunities and vulnerabilities of a model built on real-time engagement.

Don't miss: Deadly unrest in Indonesia prompts TikTok, Instagram to halt Live, raising digital rights concerns

Live commerce is becoming indispensable in Indonesia. Research shows that 83% of Indonesian consumers have participated in live shopping, with conversion rates estimated at up to three times higher than traditional eCommerce. Small and medium-sized enterprises, in particular, have increasingly leveraged the format to reach audiences, build trust, and drive revenue. A 2023 Ipsos Indonesia study reported a 73% spike in eCommerce turnover in Q3 linked to live shopping growth.

While Shopee and Tokopedia maintain dominance through logistics and established brand loyalty, TikTok Shop’s edge lies in its content-driven approach, which captures consumer attention in new ways. Combined, Tokopedia and TikTok Shop would represent a staggering US$19 billion market presence in Indonesia, demonstrating the rapid scale TikTok has achieved in just a few years.

While temporary disruptions may slow momentum, the country’s US$6.2 billion contribution cements TikTok Shop as a long-term player in the Indonesian landscape.

Indonesia has long been one of TikTok’s largest markets, leading in users while serving as both a key revenue driver and a testing ground for its eCommerce initiatives.

The social media company reported that over 8 million creators in Indonesia are monetised on TikTok. Of these, about 63% earn more than the minimum wage. TikTok Indonesia has also been investing in ecosystem development, running training programmes that have already reached more than 180,000 creators and small businesses.

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