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To kick off Ramadan, Gen Z’s favourite social media app unveiled its new TikTok Shop vertical in Indonesia last month, in a challenge to local giants Tokopedia and Bukalapak, KrAsia reports.
The Shop function ties together livestream and e-commerce, allowing users to purchase products on the app itself. The platform kicked off the launch by hosting livestreams with brands featuring top influencers.
Though Southeast Asia’s e-commerce giants, Tokopedia, Shopee and Lazada, have already introduced livestreaming features, TikTok’s advantage lies in its addictive, engaging nature. It’s clear that the platform is looking to grow its e-commerce business across the increasingly lucrative region; it has been hiring in Indonesia and Singapore for various roles while running programs to help local businesses recruit and train social media managers.