Jakarta, 10 January 2026 – TikTok Shop by Tokopedia has launched Fashion Playground, an initiative spotlighting the power of live streaming in today’s commerce landscape, held at Pondok Indah Mall 3 on Saturday (10/01). Introduced in mid-2025, the initiative has driven an average 86.62% increase in transactions for participating brands and aims to support the sustainable growth of Indonesia’s fashion industry.
Indonesia’s fashion industry continues to post strong growth and plays a strategic role in the national economy. In Q2 2025, it contributed 6.96% to non-oil and gas manufacturing GDP (up 1.6% year-on-year), employed 1.6 million workers in small industries and 89,000 in large industries.[1] Fashion is also Indonesia’s largest e-commerce category, accounting for around 16% of total transactions.[2]
Tri Boby Candra (Boby), Cluster Leader of Tokopedia and TikTok E-Commerce Indonesia, said, “Fashion remains one of the most in-demand categories. During Ramadan 2025, transactions for hijabs, men’s trousers, and women’s apparel and footwear more than doubled compared to Ramadan 2024. To strengthen the fashion value chain and drive long-term growth, we introduced TikTok Shop by Tokopedia Fashion Playground as a platform that empowers brands, designers, affiliate content creators, and fashion lovers.”
As Indonesia’s e-commerce transaction value rose from IDR 205.5 trillion in 2019 to IDR 487.01 trillion in 2024,[3] security and trust have become top priorities for online shoppers. Boby added, “A safe shopping experience—#SafeShopping—at TikTok Shop by Tokopedia Fashion Playground is essential to building long-term loyalty, especially in the fashion category.”
This is delivered by combining TikTok’s inspiring and entertaining video content with a secure and enjoyable shopping experience on TikTok Shop by Tokopedia. Fashion Playground features live-streamed runway shows, a curated fashion bazaar, live streaming booths, and creator matchmaking, highlighting collaboration between brands, affiliate creators, and both online and offline consumers.
TikTok Shop by Tokopedia has partnered with trusted fashion brands that offer carefully curated products and compelling deals to deliver a #ShopSafe experience for consumers, including SAKURA BARU, JINISO Jeans, Grosir Klamby, ROWÉY, Porto, Carvil, No Void Minds, PATRIS, MBA My Blank Apparel, AIJO, and ANTARESTAR.
Modest and Muslim fashion brands are also taking part—such as RIAMIRANDA, GWENZA, Kheva Mauza, MAYOUTFIT, Casella Apparel, and MISTYVORI—ideal for welcoming Ramadan and Eid. H. Firman, owner of local Muslim fashion brand SAKURA BARU, said, “Fashion Playground helps us build momentum ahead of Ramadan, when interest in Muslim fashion rises. Through the fashion show, 24-hour live streaming, and creator collaborations, we are confident this initiative will maximize visibility and sales for our latest collections.”
Affiliate content creator Zeezee Shahab (TikTok: @zeezeeshahab), with over 177,000 followers, shared, “TikTok Shop has truly changed my life. What started as product recommendations has grown into affiliate income. Anyone can become a professional affiliate content creator—consistency and product tagging are key. Through this role, I can also support the growth of local brands.”
Through Fashion Playground, TikTok Shop by Tokopedia enables trusted fashion sellers—most with ‘Mall’ status—to #SellComfort and gain benefits in the era of discovery e-commerce, where purchase decisions are increasingly influenced by video content, from short videos to live streaming. TikTok Shop by Tokopedia recorded up to a 30x increase in transaction value for some sellers through live streaming.[4]
“This initiative helps sellers optimize transactions, especially through next-level live streaming supported by fashion shows and professional cameras—well suited to fashion products that benefit from visual demonstrations,” Boby explained.
Roby Chandra, Founder and CEO of JINISO Jeans, added, “Since joining TikTok Shop and leveraging Live features, we’ve seen a positive impact on our business. Awareness of JINISO Jeans has grown, and sales have increased significantly over time.”
Boby also shared insights into the top-selling fashion products on TikTok Shop by Tokopedia throughout 2025, offering valuable takeaways and inspiration for fashion businesses in Indonesia. Bestsellers included blouses and shirts, women’s apparel sets, trousers, casual dresses, and jeans in Women’s Fashion; T-shirts, men’s trousers, shirts, jeans, and shorts in Men’s Fashion; as well as gamis dresses, Muslim wear sets, abayas, instant hijabs, and prayer outfits (mukena) in Muslim Fashion.
[1] Ministry of Industry of the Republic of Indonesia, Antaranews, 2025
[2] Indonesia’s Digital Retail Outlook, SELLERCRAFT, 2025
[3] Bank Indonesia, Kontan Data Center, 2025
[4] TikTok Shop by Tokopedia, Q4 vs. Q3 2024
