Vitrine
Cover — The Live Economy: how Indonesia became social commerce's capital
The scale — Indonesia is TikTok Shop's second-largest market globally
The paradox — TikTok re-enters Indonesia by pairing with local platform Tokopedia
The live engine — livestream selling and the creator-affiliate network
Beauty is the kingdom — the dominant category on Indonesian TikTok Shop
The 2026 turn — TikTok Shop's share peaks and cools as Shopee counterattacks
What it means for brands — content as distribution, the two-system funnel
Signals and direction — where the live economy goes next

Sources Momentum Works & Tabcut (TikTok Shop GMV: Indonesia US$13.1bn, SEA US$45.6bn, global US$64.3bn; livestream share; top categories) · Magpie IQ & Cube Asia (Indonesia tracked-GMV share 23.1%→37.8%→32.4%, +66% in 2025) · KPPU, Reuters, CNN, Rest of World, MoT Regulation 31/2023 (the 2023 ban and TikTok's ~US$1.5bn Tokopedia acquisition) · Statista, Involve Asia, MomentIQ (beauty dominance, live conversion, creator affiliates) · Vitrine analysis · May 2026

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