TikTok Shop and Tokopedia have experienced significant sales growth a year after ByteDance acquired Tokopedia on January 31, 2024. According to the Compas Market Insight Dashboard, TikTok Shop’s fast-moving consumer goods (FMCG) sales surged by 34.2%, climbing from Rp1.69 trillion to Rp2.27 trillion between February 2024 and January 2025. The platform recorded an average monthly sales growth of 3.28%.

A major driver of this growth was the beauty and personal care category, contributing 69% to TikTok Shop’s total FMCG sales. Over the year, four product categories achieved sales exceeding Rp1 trillion: body lotions and body butters reached Rp1.68 trillion, facial moisturizers Rp1.5 trillion, perfumes and fragrances Rp1.2 trillion, and facial serums Rp1.1 trillion.

The bundling strategy played a crucial role in boosting sales. According to Compas, eight out of the top ten beauty products on TikTok Shop were sold as part of bundled deals.

In the food and beverage sector, TikTok Shop and Tokopedia displayed contrasting trends. Over the past year, food and beverage sales contributed 14% to TikTok Shop's revenue, while Tokopedia's share stood at 40.2%. Despite this difference, the two platforms remained competitive in 2024.

In February 2024, Tokopedia's food and beverage sales reached Rp315 billion, while TikTok Shop reported Rp276 billion. By January 2025, TikTok Shop recorded Rp305 billion, slightly surpassing Tokopedia's Rp301 billion—a narrow margin of just Rp4 billion.

TikTok Shop’s bestsellers in the food category leaned towards snacks, with chips and crackers leading at Rp521 billion. Other popular items included light snacks at Rp253 billion, coffee at Rp225 billion, powdered drinks at Rp197 billion, and powdered milk at Rp186 billion.

On the other hand, Tokopedia's top-selling food products reflected a preference for staple foods. Coffee topped the list at Rp365 billion, followed by fresh meat at Rp307 billion, cooking oil at Rp188 billion, powdered milk at Rp187 billion, and seasoning at Rp177 billion.

Compas.co.id's research highlighted a difference in consumer behavior between the platforms. Nine out of ten best-selling coffee products on Tokopedia came from local brands, indicating strong demand for domestic products. In contrast, eight of the top ten chip and cracker products on TikTok Shop were viral snacks.

These variations stem from the platforms’ marketing strategies. TikTok Shop leverages live shopping features to drive snack sales, while Tokopedia focuses on daily essentials, aligning with its reputation as a go-to marketplace for household necessities.

PHOTO: BILL CLINTEN/KOMPAS.COM

This article was created with AI assistance.