Live streaming is booming with sales success? In Indonesia, influencers similar to Li Jiaqi on TikTok are driving massive sales, with some products selling over 260,000 units through live broadcasts!

Recently, TikTok in the U.S. achieved a milestone with a single live stream generating over one million USD in GMV for the first time. While this is still modest compared to the top domestic streams, it marks a significant moment for U.S. live streaming. TikTok's e-commerce focus is primarily on the U.S. and Indonesian markets.

As of January 2024, TikTok in the U.S. has over 170 million monthly active users, reaching more than half of the U.S. population. For comparison, YouTube and Instagram have 240 million and 170 million U.S. users, respectively. TikTok Indonesia has 143 million monthly active users, making it the second-largest region for TikTok users and the leading region for TikTok e-commerce GMV.

In July 2023, Indonesian TikTok anchor Mami Louisse set a record with a single live stream GMV exceeding RMB 7.5 million. In August, beauty influencer Richard Lee sold skincare products worth Rp 40.3 billion (about $2.6 million) in one live stream, setting another record. Before this, his daily TikTok sales reached hundreds of thousands of dollars.

Richard Lee commented on the power of live streaming: "What some big shopping centers achieve in a month, we did in a few hours with only 2 or 3 employees."

A survey by market research firm Populix found that 800 out of every 1,000 Indonesian consumers have shopped on social media, with TikTok Shop being the most popular. Live shopping's popularity in Indonesia has surged due to increased internet penetration and a large Millennial and Gen Z population. This trend is also strong across Southeast Asia.

According to Momentum Works, Indonesia leads Southeast Asia in the acceptance of live commerce. TikTok Shop offers three main ways to place orders: natural flow from small shops, live streams by influencers, and short video promotions. Live streaming accounts for about 50% of Indonesia's TikTok GMV.

Richard Lee, the Indonesian beauty influencer who set a new record for live streaming, is a doctor by profession and the founder of Athena Clinic, one of the largest aesthetic clinics in Sumatra. According to Echotik data, @drrichardlee currently has 5.5 million followers on TikTok. He gained popularity due to his extensive knowledge in medicine and aesthetics, and for exposing dangerous skincare ingredients on the social media platform.

Richard Lee's videos on TikTok are highly viewed and interacted with, and are mostly light-hearted and fun, with a wide range of topics including beauty and skincare tips, product reviews and more.

His highest sales for a single video reached 4,800 items in one minute.


Richard Lee’s highest-selling product on TikTok is the Rintik Skincare stretch mark cream. This brand relies heavily on influencer-driven live streams, with nearly 260,000 units sold on TikTok.

Currently, over 1,200 people have streamed this product, resulting in 5,600 live broadcasts.

Beauty and personal care are the most promising growth categories in Indonesia, with 70% of the Top 20 live-streamed products in 2023 falling into this category.

Rintik Skincare, an Indonesian plant-based skincare brand, focuses on natural ingredients, ensuring prolonged skin moisture. Their products are safe for breastfeeding women. Given Indonesia's predominantly Muslim population, the preference for natural skincare is strong. Many brands, including China's Skintific, have launched plant-based products to capture this market.

Rintik Skincare also targets pregnant women with specialized products, leveraging cognitive differentiation to occupy consumer mindshare and achieve brand breakthroughs.

According to Echotik data, Rintik Skincare has over 160,000 followers on TikTok and has posted more than 2,400 videos focusing on baby and pregnancy skincare products.

In the past month, Rintik Skincare's small Philippine shop, Rintik Skincare Indonesia, sold over 18,500 pieces and currently has more than 1,700 influencers promoting their products.

🔍 Want to see further details and data about the shop? Click on "Read Original" or copy the link to open in your browser: https://echotik.live/shops/7494083455384193011

The shop’s top seller for the past 30 days remains this popular product, with total sales far exceeding any other item, and over 260,000 pieces sold since its launch.

The official account features mostly fun, situational product introductions and consumer feedback interviews, with live streams scheduled regularly.


Many influencers promote Rintik Skincare through live streaming, acting as opinion leaders who enhance the brand's visibility and drive word-of-mouth marketing on TikTok. This approach significantly boosts sales. Additionally, consumer feedback collected through live streams helps the brand upgrade and improve its products, leading to higher customer satisfaction and loyalty, creating a win-win situation for both the brand and consumers.

Log in to Echotik to see all the Rintik Skincare influencers, access relevant sales data, and monitor upcoming live broadcasts.

Compared to short videos, live streaming offers unique advantages. Influencers can share their expertise, answer consumer questions in real-time, build trust, increase purchase intent through live interaction, and enhance conversion rates with various promotional activities.

Officials and celebrities can address the limitations of short videos by live streaming their products, boosting brand visibility and GMV growth.

In this era of globalization, live streaming has unlimited potential. Whether in Southeast Asia or the U.S., continued success is anticipated. 

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