Tokopedia and TikTok Shop report 95% surge in local F&B orders

Local food and beverage (F&B) businesses in Indonesia have seen a significant surge in digital commerce. During the first half of 2026, orders for F&B products on Tokopedia and TikTok Shop increased by nearly 95 percent compared to the same period in the previous year.

In addition to rising demand, the number of F&B entrepreneurs selling on these platforms grew by 184 percent. This growth is attributed to changing consumer behaviors, specifically the use of short-form video content, live streaming, creator recommendations, and affiliate marketing to discover culinary products.

To support this trend, Tokopedia and TikTok Shop Indonesia launched the NYAM Awards 2026 under the #BeliLokal initiative to provide exposure to local businesses and creators. Stephanie Susilo, Executive Director of Tokopedia and TikTok Shop Indonesia, noted that the growth in the F&B category presents expanding opportunities for local entrepreneurs within Indonesia's diverse culinary ecosystem.