Tokopedia is one of Indonesia’s leading e-commerce marketplaces and primarily targets consumers in the domestic market. Since 2024, Tokopedia and TikTok Shop Indonesia have operated under PT Tokopedia, with TikTok holding a controlling interest and GoTo acting as a strategic partner. The commercial operations of the two channels are now closely integrated through the Tokopedia & TikTok Shop Seller Center, while sellers can still choose whether to sell on Tokopedia, TikTok Shop, or both.
Key Features and Services
Tokopedia and TikTok Shop use an integrated Seller Center that allows sellers to manage stores, products, inventory, orders, and performance across both channels from a single dashboard.
The integration does not require sellers to operate on both platforms: they can use Tokopedia only, TikTok Shop only, or both. Sellers that also use TikTok Shop can access additional social commerce tools, including creator affiliate programs, video content, and LIVE Shopping.
Revenue
PT Tokopedia’s standalone revenue is not separately disclosed in the most recent financial communications. GoTo deconsolidated Tokopedia from its financial results as of 1 February 2024, following the transaction with TikTok.
As an indicator of the economic scale of the partnership, in the second quarter of 2026 GoTo reported receiving IDR 263 billion in e-commerce service fees from Tokopedia, up 32% year-on-year. However, this figure represents a fee paid by Tokopedia to GoTo and does not represent Tokopedia’s revenue.
Permitted Products
Tokopedia is a generalist marketplace offering a broad range of consumer goods, including fashion, electronics, home products, beauty and personal care, food and grocery products, sports goods, automotive products, and children’s products.
Certain categories and product types are prohibited, restricted, or subject to specific requirements. Sellers must therefore check the platform’s policies before listing their products.
Italian companies should also distinguish between eligibility for sale on the marketplace and the legal ability to import and market products in Indonesia. Acceptance of a product category by Tokopedia does not replace any authorisations, registrations, labelling requirements, or other obligations imposed by Indonesian regulations.
Accessibility for Italian Companies
Direct access from Italy is currently limited. The official Seller Center registration process is designed for Indonesian sellers and requires documentation consistent with a business operating in the local market.
There is currently no dedicated Tokopedia cross-border programme allowing a company established solely in Italy to directly open an Italian seller account and routinely manage sales with shipments originating from Italy.
Tokopedia should therefore be considered, for an Italian company, a marketplace with primarily indirect or local access.
The most realistic market-entry options are:
- establishing an eligible local business presence in Indonesia;
- working with a local importer or distributor;
- using a local commercial partner that operates as the seller;
- maintaining inventory and logistics operations within the country.
Before investing in the channel, companies should verify directly with Tokopedia whether their specific operating model and product category are eligible.
Countries and Markets
Tokopedia is focused on Indonesia and does not operate as a pan-regional marketplace where a single account automatically enables sellers to reach other Southeast Asian countries.
Italian companies should therefore consider Tokopedia primarily as an e-commerce entry channel for the Indonesian market, rather than as a single platform for the wider ASEAN region.
Costs and Commissions
There is no single commission rate applicable to all sellers. Tokopedia applies transaction commissions and other fees, whose structure may vary depending on the product category, commercial programme, sales channel, and additional services used.
Additional costs may also apply to advertising, promotional initiatives, affiliate programmes, and other optional services.
Actual commission rates should therefore be checked in the Seller Center at the time of activation and for the relevant product category.
Payment Systems
Tokopedia offers Indonesian consumers several local payment methods, including bank transfers, Virtual Accounts, mobile banking, digital payments and, for eligible orders, Cash on Delivery (COD).
The platform also manages the transfer of proceeds to sellers in accordance with the conditions established by the Seller Center. For certain transactions, funds are released after the order has been completed or confirmed.
Advertising
Tokopedia provides promotional tools integrated within the Tokopedia–TikTok Shop ecosystem.
Available features include promotional campaigns, advertising tools and, for sellers also operating on TikTok Shop, the TikTok Shop Affiliate Program, LIVE Shopping, and advertising solutions designed to drive GMV growth.
This integration enables companies to combine Tokopedia’s traditional marketplace model with social commerce and discovery commerce tools based on creators, video content, and live-streaming.
Logistics Services
Order, inventory, and fulfilment management is centralised through the Tokopedia & TikTok Shop Seller Center, which enables sellers to synchronise stock, process orders, and manage fulfilment activities.
The platform works with logistics services primarily designed for deliveries within Indonesia and integrates several local partners. GoSend is among the services available within the ecosystem for certain types of delivery.
For an Italian company, the predominantly domestic nature of the logistics network generally makes a model based on local inventory, an importer, or a logistics partner in Indonesia more effective than routinely shipping individual orders directly from Italy.
Customer and Seller Support
Tokopedia provides sellers with several support channels, including Tokopedia Care, live agent support, and official customer service channels.
Seller training resources are also available through the Tokopedia & TikTok Shop Academy, which provides operational guides, courses, webinars, feature updates, and information on platform policies.
For Italian companies operating through a local partner, these tools can support the day-to-day management of the store, while import, taxation, and regulatory compliance matters must be handled separately with qualified professionals in the Indonesian market.
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