Jakarta, September 16, 2025 – Tokopedia and TikTok Shop by Tokopedia are nurturing local creators from diverse backgrounds—including hundreds of women in Jakarta (16/9/2025)—to help entrepreneurs grow their businesses in the era of discovery e-commerce, while promoting #ShopSafe, through the Creators Lab program.
Through Creators Lab, Tokopedia and TikTok Shop train participants on affiliate principles, video production, and best practices for recommending trusted sellers and products to support #ShopSafe. Participants learn to select products from verified Power Shop or Mall sellers, review customer feedback to ensure product quality, and check relevant licenses—such as BPOM or PIRT for food and pharmaceutical products—before promoting them via short videos or live streaming.
Yuana Rochma Astuti, Director of Digital Content at the Ministry of Creative Economy/Creative Economy Agency of the Republic of Indonesia, said: “The integration of Creators Lab with the Ministry’s Emak-Emak Matic program aims to equip women with digital skills, enabling them to become more tech-savvy and open new economic opportunities as content creators. Participants are trained to produce promotional videos, understand affiliate principles, and recommend trusted stores or products, making online shopping safer and more enjoyable. By the end of 2025, in collaboration with partners such as Tokopedia and TikTok Shop, the program targets training 10,000 participants across various regions.”
Assistant Deputy for Gender Mainstreaming in the Field of Human and Cultural Development and Community and Regional Government Empowerment Region III, Ministry of Women’s Empowerment and Child Protection of the Republic of Indonesia, Dr. Dra. Dewa Ayu Laksmiadi Janapriati, M.Par., added: “Female labor force participation has stood at 50% for the past 20 years, compared to 80% for men. Meanwhile, 66% or 54.5 million of informal workers are women (source). Content creation, as part of the informal sector, can be a viable path for Indonesian women to achieve greater economic independence.”
Head of Public Policy and Government Relations TikTok Indonesia, Hilmi Adrianto, shared: “We’ve seen many inspiring stories of women earning income from home as affiliate content creators. For instance, Ma’e Arik focuses on promoting daily necessities commonly sold at neighborhood shops, while Mom Uung highlights mother-and-baby products. They consistently create promotional videos to build closer connections with audiences while driving sales for local businesses. We hope today’s participants will demonstrate the same consistency as they embark on their journey as creators or affiliates.”
Tokopedia-TikTok Shop: Content creation as a key skill in the era of discovery e-commerce
Creating video content—whether short videos or live streams—has become an essential skill not only for entrepreneurs but also for the wider public, including Indonesian women. This skill is crucial in the era of discovery e-commerce, where people shop while seeking inspiration through relevant videos. Data shows that sellers on TikTok Shop have seen transaction values increase by up to 30 times through live streaming and 31 times through short videos (source: TikTok Shop by Tokopedia data, Q4 compared to Q3 2024).
It’s no surprise, then, that content creators are increasingly sought after as strategic partners by businesses of all sizes. The profession not only generates income but also empowers women to channel their creativity. The collaboration benefits all parties: creators earn commissions from sales, sellers enjoy greater exposure and higher revenues, and buyers receive trustworthy product recommendations through engaging content.
Hilmi concluded: “This is why Tokopedia and TikTok Shop continue to foster strategic partnerships, including with Kemenekraf and KemenPPPA RI, to help more women and communities learn how to create engaging and effective promotional content that drives real impact for MSMEs and Indonesia’s digital economy. Since February 2025, the integration of Creators Lab with the Ministry of Creative Economy through Emak-Emak Matic has been rolled out in six regions—Bekasi, Tangerang, Makassar, Yogyakarta, Cikarang, and Jakarta—empowering more than 600 participants, the majority of whom are women.”