TikTok Shop is utilizing the power of Indonesian livestreams to compete with Amazon. While the social media app is facing the threat of a potential ban in the U.S., they are moving towards prioritizing a Southeast Asian audience in case the threat becomes reality, encouraging many Indonesian content creators to film shopping content to push out to the platform’s users. The app’s Shop feature is looking to compete with Amazon, another online marketplace giant—and it is doing so by focusing on its Indonesian userbase (which is its largest to date), due to the “young, mobile-savvy population that’s embraced the combination of short videos and in-app shopping.” At the end of this year, TikTok Shop is forecasted to reach $20B in gross merchandise value, which is four times as much as the previous year. YPulse’s Social Media Monitor report data shows TikTok usage has steadily increased over time, proving to be a reliable platform for connecting with Gen Z and Millennials. (Bloomberg)
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