TikTok6 has launched a livestreaming e-commerce function in Indonesia, just in time for the holy month of Ramadan. The video platform, so beloved of Gen Z-ers, completed its pilot for livestreaming e-commerce on March 9, drawing more than 10,000 simultaneous viewers at its peak7.
The launch gives online merchants a creative way to reach Indonesian customers at a time when e-commerce in the country surges – around 90% of Indonesia’s 270.3 million people identify as Muslim8, and during Ramadan they shop online for gifts to exchange with family and friends.
Livestreaming is growing in popularity in Southeast Asia, giving consumers a closer look at the functionality of a product before purchasing. Last month, a report by TikTok into user behavior during Ramadan suggested that Indonesian TikTok users are particularly receptive to advertising, with 90% following calls to action after viewing videos promoting products they like9.