Jakarta, August 14, 2025 – Marking National MSME Day and its 16th anniversary, Tokopedia and TikTok Shop launched the #SellComfort campaign via an Intellectual Property (IP) Seminar to empower MSMEs and promote a safer, more reliable e-commerce ecosystem.
According to government data, 90% of MSMEs in Indonesia are still unaware of the importance of IP protection for their products and creations.[1] Stephanie Susilo, Senior Director of Tokopedia and TikTok E-commerce Indonesia, stated, “Tokopedia and TikTok Shop are committed to raising seller awareness on the importance of IP protection, as their brands and creations are valuable business assets. That is why we continue to drive education, outreach, and collaboration with the Directorate General of Intellectual Property (DGIP) and strategic partners such as K&K Advocates, enabling more sellers to legally own their IP and experience #SellComfort.”
Ir. Razilu, M.Sc., CGCAE, Director General of the Directorate General of Intellectual Property, Ministry of Law of the Republic of Indonesia, emphasized, “IP ownership is crucial for MSMEs, as it provides legal legitimacy and business protection. With registered IP, MSMEs can protect their brand identity, strengthen customer trust, and unlock growth opportunities through licensing or franchising. DGIP appreciates the efforts of Tokopedia and TikTok Shop in encouraging IP ownership among entrepreneurs, particularly MSMEs, as a strategic step toward builing a safer, more sustainable, and competitive digital business ecosystem, enabling millions of sellers on their platforms can sell with greater confidence.”
Senior Partner at K&K Advocates, Risti Wulansari, S.H., M.H., added, “For online sellers, IP protection is not just part of the #SellComfort strategy—it’s also a critical legal foundation to preserve originality and prevent infringement. A strong, legally protected brand enhances consumer trust and attracts investors. Therefore, it is advisable to protect IP as early as possible and to value it to the fullest in order to support healthy and sustainable business growth.”
IP Protection Strategies on Tokopedia and TikTok Shop to Support MSMEs Through #SellComfort
Through the #SellComfort campaign, Tokopedia and TikTok Shop encourage sellers, particularly MSMEs, to operate their businesses with confidence and in compliance with regulations. In addition to hosting offline IP education programs, both platforms implement a comprehensive Intellectual Property Policy that outlines types of IP violations, high-risk products, and practical guidance to prevent infringements. Understanding this policy is essential to help sellers mitigate potential risks such as store performance degradation, product takedowns, or even legal consequences.
Tokopedia and TikTok Shop also provide additional mechanisms to strengthen IP protection. Sellers with registered IP, including MSMEs, are eligible join the 'Mall' ecosystem, which offers benefits such as 100% authentic product guarantees, free shipping, and 15-day returns policy. This initiative led to a more than 4 times increase in Mall sellers during the H1 2025 compared to the previous semester. Several sellers on TikTok Shop by Tokopedia Mall reported the highest transaction growth averaging more than 15 times, with the list of top-performing brands dominated by local and MSME-owned labels.[2]
As an additional layer of protection, the platforms also offer the IP Protection Center, a dedicated reporting hub where brand owners can actively protect their rights. A 'Report' feature is also available to enable users to flag potential infringements. These features are designed to help compliant sellers to continue growing and focus on selling safely and comfortably.
Source:
- Directorate General of Intellectual Property, Ministry of Law and Human Rights of the Republic Indonesia, 2023
- TikTok Shop by Tokopedia, 2025 (Bahasa Indonesia, English)
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Appendix: Seller Stories
Asyam Weiseman
Founded in 2016 by Ilham Rohman, Asyam Weiseman (Tokopedia, TikTok Shop) began from Ilham’s hobby of modifying electronic devices. He later focused on selling home security products such as CCTV cameras, alarms, and battery-free doorbells under the brands Teknobi and Kerui. Today, Ilham holds IP rights for Asyam Weiseman, Teknobi, and Kerui in Indonesia.
“IP ownership is very beneficial for #SellComfort. For instance, when another seller misused the Teknobi brand, we were able to report it and Tokopedia removed the product. For MSMEs, IP rights are crucial to obtaining ‘Mall’ status on Tokopedia and TikTok Shop, making it easier to build customer trust and access exclusive campaigns or features that boost sales,” said Ilham Rohman, Founder of Asyam Weiseman.
In the early stages, Ilham faced challenges due to his lack of online selling experience. However, after joining seller communities, his business grew rapidly. He actively participates in campaigns such as the ‘Guncang’ promotion and creates promotional content on TikTok. Today, Tokopedia and TikTok Shop account for up to 90% of Asyam Weiseman’s online sales. “The integration of stores on Tokopedia and TikTok Shop has broadened business opportunities. As long as sellers are willing to learn, the Seller Center offers a wealth of benefits,” Ilham added.
Definitestore
Founded by Defi Riana and her husband in 2018 on Tokopedia and in 2022 on TikTok Shop, Definitestore sells a range of home sanitation products, including water faucets, bathroom drain filters, and kitchen sinks. Since March 2025, Defi has held IP rights for the Definitestore brand.
“At first, I didn’t consider IP important, but I realized the risks were significant in a competitive market. IP ownership provides security and enhances credibility in the eyes of customers and investors, supporting #SellComfort,” said Defi Riana, Owner of Definitestore. She stressed that IP is essential for MSMEs as both protection and a brand-strengthening tool in the digital marketplace.
Tokopedia and TikTok Shop now contribute 80% of Definitestore’s online sales compared to similar platforms, generating billions of rupiah in revenue. “TikTok Shop excels by combining shopping and entertainment. Since integrating our Seller Center with Tokopedia, managing stock and improving store performance has been easier, all from a single dashboard,” she added. Defi also actively joins twin-date ‘Guncang’ promotions and the ‘Beli Lokal’ local brand showcase, which can increase revenue by up to 50%.
Bunama Store
Cepi Wiracandra started his garment manufacturing business in 2000, supplying various brands in Bandung, Jakarta, Medan, and Surabaya. After 20 years, he launched his own brand, Bunama Store (Tokopedia, TikTok Shop), through TikTok Shop, offering affordable yet high-quality products such as hoodies, t-shirts, sweaters, pants, and varsity jackets. Today, he holds IP rights for the brands Jatnika (2023) and Full Moon (2024).
Marketing Manager & Graphic Designer at Bunama Store, Sahal Lisanul Anwar, highlighted the importance of legally protecting business assets. “A brand is a core asset that must be protected from imitation. Registering IP rights, especially for brand names, is a crucial long-term strategy for entrepreneurs,” he explained.
Tokopedia and TikTok Shop account for up to 75% of Bunama’s online sales. Since integrating the Seller Center in January 2025, Bunama’s operations have become more efficient. By leveraging short video and live streaming features on TikTok, as well as participating in fashion-specific campaigns like ‘Selasa Bergaya’ and the ‘Guncang’ promotion, Bunama can secure up to 25,000 monthly orders from Tokopedia and TikTok Shop. The brand also collaborates with over 1,000 creators/affiliates to expand its market reach and boost sales.