KBRN, Surakarta: Live e-commerce is becoming more popular in Indonesia, bringing a new way of shopping online that is more interactive and fun. Platforms such as Tokopedia, Bukalapak and Shopee are now utilizing live streaming features to provide a more personalized shopping experience for consumers.

Sellers and brands can also interact directly with the audience, answer questions, and offer products directly through live broadcasts, making consumers feel closer to sellers, increasing their trust and satisfaction. The increasing popularity of live e-commerce cannot be separated from the growing trend of digital shopping.

As quoted by rri.co.id, the data from the Communication and Informatics Ministry shows that by 2024, e-commerce penetration in Indonesia will experience a significant surge, with more than 60 percent of active internet users engaging in online shopping transactions. This demonstrates how influential e-commerce, including live streaming, is in Indonesian consumer behavior.

The success of live e-commerce is also influenced by Indonesia's social and cultural factors, which are becoming more open to digital platforms. Live e-commerce platforms allow local products, including MSMEs, to reach a wider market.

With live interaction, sellers can get direct feedback from buyers and increase sales more effectively. Coupled with attractive features such as special discounts or prizes for loyal viewers, live streaming becomes an exciting and profitable way to shop.

Along with technology development, future predictions show that live e-commerce will dominate the market. It is hoped that collaboration between the government and private sectors can further maximize the potential of live streaming to support Indonesia's digital economy. Indonesia's digital economy sector is predicted to continue to grow rapidly, providing greater opportunities for MSME players to grow and develop. ***