Recently, TikTok Shop has performed quite impressively in the Indonesian market.
According to a written statement by the platform's Senior Director Stephanie Susilo, in the first half of 2025, the transaction volume of sellers with "Mall" certification increased by more than 15 times on average compared to the second half of 2024, reaching a record high. These "Mall" certified sellers include brand owners, official distributors, and highly reputable stores, and their certified status has greatly enhanced consumer trust in shopping.
Image source: Google
From the data, the number of Mall certified sellers has surged more than fourfold year-on-year, with small and micro enterprises becoming the main driving force for growth. This indicates that the vitality of Indonesia's e-commerce market is being stimulated on multiple levels. According to the "2024 Southeast Asia E-commerce Market Report" released by Momentum Works in Singapore, the combined market share of TikTok Shop and Tokopedia in Indonesia's e-commerce market has reached 39%, approaching Shopee's 40%. This data is enough to show that TikTok Shop's influence in the Indonesian e-commerce market is rapidly expanding.
Image source: Google
Looking at what consumers love to buy: in the fashion category, women's sneakers, headscarves, and school shoes remain highly popular; in beauty and personal care, lipstick, foundation, essence, cream, and face masks are hot items; in food and beverage, chili sauce, moringa leaf powder, and small packaged foods have considerable sales. According to statistics from third-party data agencies, in June 2025, beauty and personal care accounted for 14% of the top 5 categories in TikTok Shop Indonesia's sales, still the highest-grossing category. This not only reflects consumers' daily demand tendencies but also provides clear product selection references for merchants.
Image source: Ebrun
It is worth noting that the official distributors with surging transaction volumes are mainly local brands. This clearly shows that consumers' reliance on platform-certified stores continues to rise. Regardless of product type or price, consumers are more inclined to choose merchants with Mall status. This consumption trend has important implications for the entire e-commerce industry, meaning that merchant reputation and platform certification are playing an increasingly important role in consumer decision-making.
To help sellers expand their business, TikTok Shop is accelerating its ecosystem integration with Tokopedia. In the future, stores that obtain Mall certification will gradually open up sales channels on both platforms. This move will allow Indonesian entrepreneurs to explore broader markets, help them reach more buyers, and achieve business growth. The platform will also continue to encourage quality merchants to improve service quality and gain more traffic support through certification.
Image source: Google
Overall, TikTok Shop's development momentum in the Indonesian market is rapid. Whether it is the growth in seller transaction volume, the diversification of hot-selling categories, or the upgrade of platform strategies, all show its huge potential and vitality in the Indonesian e-commerce market. For both merchants and consumers, more opportunities and changes are on the way.
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok Marketing Information and Solutions
- Published: July 18, 2025
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.