Tokopedia Beats Shopee after Collaborating with BTS and Blackpink

Similarweb data shows that the number of visits to the Tokopedia platform overtook Shopee in Indonesia in January. Last month, the green e-commerce announced its collaboration with the South Korean boy band, BTS and the girl group Blackpink.

Based on Similiarweb data, the number of visits to the platform on Tokopedia reached 133.41 million as of January. The figure increased by 7.64% compared to the previous month’s 124 million. The average length of visit was six minutes 23 seconds.

Meanwhile, the number of visits to the Shopee platform in the country fell 7.46% to 127 million in January. The average length of visit was six minutes 12 seconds. The increase in the number of visits to the Tokopedia platform last month coincided with the announcement of two brand ambassadors, namely BTS and Blackpink.

Appearing on WIB TV Show

Both of them appear in the Indonesian Shopping Time (WIB) TV Show which is held at the end of every month. Tokopedia External Communications Senior Lead Ekhel Chandra Wijaya said the involvement of the two music groups from Ginseng Country was very busy being discussed on social media.

Both of them are also in the first rank of popular topics (trending topics) on Twitter, both in Indonesia and in the world. To this day, the appearance of BTS and Blackpink at the WIB TV Show has garnered 15 million viewers, both through the Tokopedia Play platform and official channels on YouTube.

“The collaboration between Tokopedia and BTS and Blackpink has indeed attracted very high enthusiasm, both from the Indonesian people and the world,” Ekhel said, Thursday afternoon (25/2).

BTS consists of seven members namely RM, Jin, Suga, J-hope, Jimin, V and Jung Kook. This boy band is under Big Hit Entertainment. While Blackpink consists of four members namely Jisoo, Jennie, Rose, and Lisa. Blackpink is under YG Entertainment.

After the announcement of the two music groups as brand ambassadors, the number of visits to the Tokopedia platform increased and overtook Shopee. Previously, iPrice noted that the number of visits to the Shopee website and application was the first in Indonesia over the past year.

Sequentially, in the first to fourth quarter of 2020, the numbers averaged 71.53 million, 93.44 million, 96.53 million, and 129.32 million per month. iPrice also noted that the number of visits to the Shopee platform was the highest in Southeast Asia.

“The average total website visits (in Indonesia) were always above 90 million per month during 2020,” he was quoted as saying in the iPrice report, two weeks ago (10/2). Meanwhile, the number of Tokopedia visits was 69.8 million, 86.1 million, 85 million, and 114.7 million per month.

Trend of Inviting Korean Celebrities to Increase the Number of Visits on E-commerce Platforms

There has been a decrease in the number of visits to the platform in Indonesia to Shopee. However, there was no response until this news was released. However, Shopee also intensively collaborated with South Korean celebrities such as Red Velvet, GFriend, ITZY, Mamamoo, Monsta X, and GOT7 last year.

With this strategy, Shopee took the lead in terms of the number of visits per month in Singapore, Malaysia, Thailand, Indonesia, Vietnam last year, based on iPrice data. Tokopedia and Shopee are also actively providing promotions.

A sister company with Shopee, namely ShopeePay, for example, held a 3.3 Cashback Party campaign from February 28 to March 3. Promotions given are in the form of 100% cashback vouchers.

In addition, total voucher prizes are IDR 1 billion if you use the ‘share and get’ feature. Meanwhile, Tokopedia held WIB by providing discounts of up to 90% and 10 times cashback. This campaign takes place at the end of the month.

Tokopedia, this trading platform only sells local products. Starting from food and beverage, fashion, electronic devices to health. Tokopedia’s External Communications Senior Lead, Ekhel Chandra Wijaya at that time said that sellers in Tokopedia marketed more than 300 million products at transparent prices, making it easier for more than 90 million monthly active Tokopedia users.