China’s TikTok enters race to digitise Indonesian SMEs

TikTok, one of the world’s fastest-growing social media platforms, has entered the race to digitise pandemic-worn small and medium enterprises (SMEs) in Indonesia.

A TikTok Indonesia representative said on Friday that the Chinese video-sharing platform wanted to capture as many of Indonesia’s six million SMEs as possible with its new advertising service for businesses.

The timing is ideal for TikTok as many Indonesian SMEs have flocked to online platforms to market their products as the Covid-19 pandemic continues, said TikTok Indonesia direct sales leader Pandhu Wiguna.

“We’re targeting all SMEs with no specific location or business segment,” he told The Jakarta Post by text message after an online webinar.

TikTok’s owner, Beijing-based ByteDance, plans to take a U$100 million (S$140 million) loss this year to provide free advertising credits to SMEs worldwide willing to try the platform’s services.

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