The thriving trends of influencer marketing and social commerce in Indonesia present a golden opportunity for Vietnamese products to accelerate their market penetration. This article dives into key activities in this space, offering Vietnamese businesses a real-world glimpse into the dynamic fusion of e-commerce and content creation.
Nano & Micro Influencers in Indonesia Wield Big Influence in Food
With carefully curated content and a close-knit connection to their followers, nano and micro influencers—those with under 10,000 or 10,000 to 50,000 followers—are amplifying their impact in the culinary space. A marketing expert in Indonesia notes that influencers with smaller followings often forge stronger personal bonds with their audience, who feel a shared taste in food. In contrast, macro influencers with millions of followers struggle to align their preferences with such a vast community.
One influencer shared, “Why do they follow me in the first place? Because they trust my taste. By staying true to what I genuinely enjoy, I keep my content authentic and engaging for my niche community.”
The Power of Reviews and Ratings
Indonesia ranks among the top countries where consumers heavily rely on reviews and ratings to make purchasing decisions. Extensive research has delved into this behavior among the archipelago’s consumers. Young people frequently check Google reviews for restaurants or cafes before deciding to visit. Similarly, they scour previous buyers’ feedback for authenticity and product details to gauge trustworthiness. This trust in prior users and influencers stems from a community-driven culture and high confidence in e-commerce platforms.
Given Indonesia’s sprawling geography—spanning 17,000 islands—many lack the chance to visit physical stores. Instead, they lean on community reviews, past buyers, influencers, and product pages to guide their purchases.
Social Commerce: E-Commerce Meets Social Media Influencers
Indonesians shop actively via Instagram, WhatsApp, and Facebook. Meanwhile, Indonesia is TikTok’s biggest market, boasting 125 million active users—38% of Southeast Asia’s TikTok base. These users engage with entertaining, shoppable content, while brands and sellers promote and sell directly through videos, livestreams, and posts.
Take Richard Lee, Indonesia’s top beauty expert, who raked in $800,000 in under three hours during a TikTok livestream selling his skincare line. In another session, he hit $500,000 in just 90 minutes.
E-commerce giants like Shopee and Tokopedia are all-in on social commerce. Shopee Live reigns as Indonesia’s top livestream shopping platform, outpacing TikTok Live, per a Populix study.
Quietly thriving, Instagram fuels commerce with features like Stories and Shoppable Posts, beloved by Indonesians.
SEAcommerce Program Harnesses Social Commerce and Influencers to Boost Vietnamese Goods
Seizing Indonesia’s vibrant e-commerce landscape, SKYPERRY launched SEAcommerce to empower Vietnamese brands to reach Indonesian consumers through this high-impact channel. Beyond comprehensive marketing services that amplify brand presence across online touchpoints, the program offers export-import support, KOL-driven sales, and order fulfillment.
With an end-to-end ecosystem spanning marketing to sales, Vietnamese brands have never been better equipped to conquer Indonesia’s online market. Register here for detailed program info.
