Promo guncang 11.11: Tokopedia, TikTok Shop fuel year-end shopping momentum

Tokopedia and TikTok Shop are turning up the heat for Promo guncang 11.11, a nationwide shopping festival culminating on 11 November 2025. Building on the strong performance of last month’s 10.10 campaign, which drove regional transaction spikes across Indonesia, the platforms aim to sustain the country’s digital commerce momentum through stronger seller engagement.

At the peak of Promo guncang 11.11, shoppers are set to enjoy enticing rewards designed to make their #ShopSafe experience even more affordable. Tokopedia is offering “Dibayarin Tokopedia” shopping rewards worth up to hundreds of millions of rupiah, discounts of up to IDR 1.2 million (US$71.9), 99% vouchers, and flash sales starting from IDR 11,000 (US$0.7). TikTok Shop matches the excitement with discounts of up to IDR 1.1 million (US$65.9), 50% vouchers, and unlimited free shipping.

“As part of our ongoing efforts to boost Indonesia’s digital economy, we run monthly nationwide campaigns across Tokopedia and TikTok Shop - starting with Gajian sale on the 24th or 25th of each month,” said Stephanie Susilo, senior director of Tokopedia and TikTok eCommerce Indonesia. “These initiatives have led to a 46.8% increase in the number of sellers, showing that more entrepreneurs trust both platforms to #SellComfortably, while average orders have grown by 45%.”

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Data from previous campaigns shows robust growth across key categories: transactions in food and beverages rose by 58.4%, while electronics and automotive surged by 75.5%. “Food and beverages directly affect health, while electronics and automotive products are typically higher-value items. When data shows strong transaction growth in these categories, it means more shoppers trust that they can #ShopSafe through both Tokopedia and TikTok Shop,” Susilo noted.

Promo guncang 10.10 generated regional growth, with West Papua, Gorontalo, and South Kalimantan recording the highest transaction increases on Tokopedia, while Southeast Sulawesi, Maluku, and Jambi topped the list on TikTok Shop. Top-performing categories during Promo guncang 10.10 included mobile phones and tablets, automotive, food and beverages, beauty and personal care, and Muslim fashion.

“The strengths of both eCommerce platforms continue to complement each other in driving business growth across industries and categories,” Susilo added. “We encourage sellers to leverage Tokopedia and TikTok Shop simultaneously to tap into Indonesia’s vast market potential - especially during key moments like double-date campaigns.”

Tokopedia and TikTok Shop have also become the exclusive eCommerce partners of Jakarta Fashion Week (JFW) 2026, following a collaboration that saw an 82% surge in nationwide fashion category orders in Q3 2025 versus the previous year. Through this collaboration, exclusive JFW 2026 collections from brands such as Vivi Zubedi, Mayoutfit, Minimal, Bwbyaz, Geulis, and Heaven Lights are now available on Tokopedia and TikTok Shop’s Mall ecosystem.

Adding a creative twist to this year’s 11.11 series, Tokopedia has teamed up with Duolingo in a campaign that merges local and global icons - Toped and Duo, the brands’ respective green mascots. Since 25 October, the two have been featured side by side across social media, digital publishers, and outdoor media, engaging audiences with a playful rivalry that blends humour with brand storytelling.

Jonathan Theon Locanawan, head of marketing at Tokopedia, explained that this collaboration reflects Tokopedia’s commitment to staying relevant and strengthening its brand equity through innovative intellectual property (IP) marketing.

Beyond brand awareness, the initiative has become a case study in creative collaboration, achieving 80.74% higher impressions and engagement compared to regular content. “This partnership also reflects our belief that collaboration and innovation can create meaningful impact, setting a positive example for the broader digital industry,” Locanawan said.

Online commerce remains the country’s key engine of growth, accounting for roughly 72% of its digital economy, and positioning Indonesia as Southeast Asia’s largest digital market, estimated to reach US$600 billion by 2030.

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