Indonesian Fashion Brands Grow as Discovery Commerce Drives Sales
- 02 Okt 2026 16:43 WIB
- Voice of Indonesia
Key Points
- Fashion transaction value on TikTok Shop and Tokopedia rose 70 percent year-on-year in the first half of 2026.
- Fashion creators grew 74 percent, while creator-driven sales surged 95 percent during the same period.
RRI.CO.ID, Jakarta - Indonesian fashion brands are experiencing a major growth surge driven by discovery commerce platforms that blend short-form digital content, live streaming, and creator partnerships to directly connect local businesses with consumers.
Data from TikTok Shop Indonesia and Tokopedia shows a 70 percent year-on-year increase in fashion transaction values during the first half of 2026 compared to the same period in 2025. Over the same timeframe, the active fashion creator base expanded by 74 percent, generating a 95 percent surge in creator-driven sales.
President Director of Tokopedia and TikTok Shop Indonesia Stephanie Susilo highlighted that content-driven discovery has redefined how consumers explore and purchase apparel. "Digital content-based discovery commerce has the potential to accelerate the growth of the local fashion industry," said Susilo in an official press release in Jakarta on Thursday, October 1, 2026, as quoted by Antara.
The transaction boom was led by men's wear, women's wear, and fashion accessories, with noticeable regional market growth recorded across Maluku, East Nusa Tenggara, West Papua, West Sulawesi, and Gorontalo. Trend-driven content categories, such as gorpcore outdoor aesthetics, Get Ready With Me (GRWM), and Outfit of the Day (OOTD) styling guides, have emerged as primary sales funnels.
The platform's commercial surge aligns with macroeconomic figures from the Ministry of Industry, which reported that GDP contributions from the fashion and crafts sector reached IDR 120.13 trillion (USD 6.7 billion) in the first quarter of 2026, marking a 7.89 percent increase year-on-year. The sector currently employs 3.69 million workers across 1.75 million small and medium enterprises (IKMs).
Local brands are leveraging 24-hour live streaming and affiliate creator networks to scale up operations. Outdoor brand ANTARESTAR reported multi-billion rupiah monthly revenues in 2026, employing over 100 workers and partnering with 60 regional garment factories.
Similarly, apparel brand KUKAI generated nearly 50 percent of its total platform sales through live sessions, selling out entire product drops within minutes. ***
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