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In focus
In this edition, we cover:
- TikTok’s latest move to empower creators in promoting local services
- A new king in Indonesia’s luxury MPV space
Hello reader,
Lately, I’ve been seeing a lot of content saying “buying on TikTok is cheaper” for F&B products, hotel reservations, and bookings for tourist attractions.
It turns out these videos are made by creators under TikTok Go, the social app’s latest affiliate program for local services. Each of these clips includes a location tag of a partner merchant, which directs users to that establishment’s transaction page when clicked.
The discounts offered by merchants on TikTok Go are indeed enticing. I was able to get a large Chatime milk tea for just 17,000 rupiah (US$1.04), down from its original price of 27,000 rupiah (US$1.66).
The experience is not without friction, though. Unlike with food delivery services, consumers taking advantage of these deals still need to visit an outlet in person to collect their order. To redeem, they’re required to present the QR code generated by TikTok upon purchase.
That said, everything’s hunky-dory as long as discounts are involved. But is this model sustainable enough to provide a stable income for creators while boosting merchant revenues? I explore this in today’s Big Story.
Meanwhile, the Denza D9 – an electric multi-purpose vehicle from BYD’s luxury sub-brand – has outsold the long-dominant Toyota Alphard in Indonesia. Are alarm bells ringing for the Japanese carmaker? Read on to learn more.
Jofie Yordan, journalist
The Big Story
Swipe, click, redeem: TikTok’s new formula for offline sales
Image credit: TikTok
TikTok began rolling out its local services feature in Indonesia last year. Now, it seems eager to double down on the sector through TikTok Go, its new affiliate program. Will this be a game changer like the app’s impact on live shopping?
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