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TikTok Shop Ditutup di Indonesia, Ini Nilai Transaksinya di Asia Tenggara sejak 2021 | Databoks
IKLAN

TikTok Shop Ditutup di Indonesia, Ini Nilai Transaksinya di Asia Tenggara sejak 2021

Nilai Transaksi Bruto/GMV TikTok Shop di Asia Tenggara (2021-2023*)

Sumber : Momentum Works, Agustus 2023

katadata logo databoks logo
Disalin..
IKLAN

Penulis: Cindy Mutia Annur

Editor: Adi Ahdiat

4/10/2023, 17.15 WIB

TikTok Shop resmi tutup di Indonesia mulai Kamis (4/10/2023) pukul 17.00 WIB. Penutupan ini dilakukan demi mematuhi aturan baru pemerintah Indonesia yang melarang penggabungan media sosial dengan layanan transaksi e-commerce.

Hal itu termuat dalam Peraturan Menteri Perdagangan (Permendag) Nomor 31 Tahun 2023 tentang Perizinan Berusaha, Periklanan, Pembinaan, dan Pengawasan Pelaku Usaha Dalam Perdagangan Melalui Sistem Elektronik, hasil revisi Permendag Nomor 50 Tahun 2020.

Menteri Perdagangan Zulkifli Hasan (Zulhas) mengatakan, aturan baru itu dibuat agar media sosial dan e-commerce lebih tertata dan tidak mengganggu usaha lain.

“Seperti di Tiongkok, e-commerce tidak mematikan yang lain, tapi berkembang. Yang tadinya offline bisa berkembang, tidak saling meniadakan, makanya diatur," kata Zulhas, dilansir dari Detik.com, Rabu (4/10/2023).

Menurut Zulhas, jika TikTok ingin membuka e-commerce, pemerintah siap membantu. Namun, lapak jualan daring mereka harus terpisah dengan media sosialnya.

(Baca: Ini Media Sosial yang Banyak Dipakai Konsumen Indonesia untuk Belanja)

Dalam kesempatan lain, Menteri Koperasi dan UKM Teten Masduki mengatakan bahwa meski TikTok Shop ditutup, para penjual dan affiliator tetap bisa mempromosikan produk di TikTok. Sebab, yang ditutup hanya layanan transaksinya saja.

Penjual dan affiliator pun masih bisa menjual produk-produknya di aplikasi e-commerce lain.

"Dengan begitu, bisnis yang dijalankan oleh seller dan affiliator tak akan terganggu dan tetap bisa berjalan," kata Teten, dilansir dari Katadata.co.id, Rabu (4/10/2023).

Menurut Teten, Permendag Nomor 31 Tahun 2023 merupakan upaya pemerintah dalam menciptakan ekosistem bisnis berkelanjutan, baik di e-commerce maupun offline. Aturan baru ini juga bertujuan untuk melindungi UMKM dan produk domestik.

Merespons hal ini, TikTok Shop Indonesia menyatakan akan mendampingi penjual mitra mereka untuk menuntaskan pemenuhan pesanan, baik yang telah maupun sedang berlangsung. Layanan pelanggan juga akan tersedia.

"Komitmen kami terhadap Indonesia tetap kuat, dan kami terus berupaya menyesuaikan produk untuk menemukan cara inovatif dalam mendukung pertumbuhan jangka panjang komunitas UMKM di Indonesia,” kata manajemen TikTok Shop Indonesia dalam e-mail kepada penjual, dilansir dari akun @ceritaombotak, Selasa (3/10/2023).

Nilai Transaksi TikTok Shop di Asia Tenggara

Sampai saat ini TikTok Shop belum merilis data terkait jumlah pengguna dan nilai transaksinya di Indonesia.

Namun, menurut laporan Momentum Works, nilai transaksi bruto atau gross merchandise value (GMV) TikTok Shop di Asia Tenggara terus meningkat sejak pertama diluncurkan tahun 2021.

Pada 2021, berdasarkan data Momentum Works, Indonesia adalah satu-satunya negara Asia Tenggara yang menjadi pasar TikTok Shop, dengan nilai GMV mencapai US$600 juta. Porsinya mencapai 66,66% dari total GMV TikTok Shop global saat itu yang nilainya US$900 juta.

Kemudian pada 2022 GMV TikTok Shop di Asia Tenggara meningkat pesat menjadi US$4,4 miliar, dengan pasar mencakup Indonesia, Filipina, Singapura, Malaysia, Thailand, dan Vietnam.

“Asia Tenggara berkontribusi besar terhadap GMV (TikTok Shop global). TikTok Shop menargetkan untuk melipatgandakan GMV Asia Tenggara menjadi US$15 miliar pada 2023,” kata Momentum Works dalam laporannya.

Kendati nilainya besar, GMV TikTok Shop di Asia Tenggara pada 2022 masih jauh tertinggal dari GMV Shopee yang mencapai US$47,9 miliar. Shopee pun tercatat sebagai perusahaan e-commerce dengan GMV terbesar di kawasan ini.

Kemudian di bawah Shopee ada Lazada, Tokopedia, dan Bukalapak. Sementara TikTok Shop menempati posisi kelima perusahaan e-commerce dengan GMV terbesar di Asia Tenggara pada 2022.

(Baca: Ini Perusahaan E-Commerce dengan Nilai Transaksi Terbesar di Asia Tenggara pada 2022)

IKLAN

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