Tokopedia
Affiliate Partner Portal
User research showed that link sharing was already a strong behavior among Tokopedia users. Building on this habit, we introduced affiliate commission-based link sharing, creating a natural monetization opportunity that significantly contributed to Tokopedia's GMV growth after launch.
Overview
Background
Tokopedia Affiliate is a creator commerce platform that enables users to earn commissions by promoting products through affiliate links, videos, and social media content. Following its relaunch, the platform evolved from a simple affiliate program into a comprehensive ecosystem designed to help creators discover products, track performance, participate in campaigns, and grow their affiliate business while driving sales for sellers.
My Role
As one of the key designers behind the Tokopedia Affiliate ecosystem, I led its continuous evolution from the relaunch through multiple product iterations.
My responsibilities included conducting user research, defining product strategy, designing end-to-end experiences, and collaborating closely with product managers, engineers, data analysts, and business stakeholders.
I also established the product vision, design principles, user segmentation, and scalable design foundation to ensure the platform remained competitive, scalable, and aligned with both creator needs and business objectives.
Problem
The affiliate experience was fragmented and lacked a clear growth journey.
New creators struggled to get started, experienced affiliates lacked professional tools to scale, and users had limited visibility into their performance and earning opportunities.
As the creator ecosystem expanded, the platform also needed to support diverse creator segments while improving engagement, retention, and monetization.
Business Goals
- Grow the number of active affiliate creators.
- Increase affiliate-generated GMV and orders.
- Improve creator activation, engagement, and retention.
- Build a scalable affiliate ecosystem that supports long-term growth.
- Strengthen Tokopedia's position in Indonesia's creator economy.
User Goals
- Easily discover products to promote.
- Generate affiliate links quickly.
- Track commissions and performance.
- Receive guidance to grow as an affiliate.
- Earn more through campaigns, rewards, and creator tools.
Design Process
Discovery
Through user interviews, usability testing, competitive analysis, and behavioral data, we identified distinct creator segments with different needs and motivations.
Beginners needed education and guidance, while experienced affiliates required deeper analytics, efficient workflows, and professional tools.
Research also highlighted opportunities to improve onboarding, product discovery, campaign participation, and creator motivation through better incentives and recognition.
Iteration
The platform evolved continuously through data-driven iterations and experimentation.
We refined onboarding, redesigned information architecture, introduced creator gamification, improved affiliate campaigns, enhanced product discovery, optimized sharing experiences, and expanded the platform with professional features such as desktop support and internal operational tools.
Every iteration was validated through user feedback, experimentation, and business metrics.
Solution
Solution
We transformed Tokopedia Affiliate into a scalable end-to-end creator platform that supports every stage of the affiliate journey-from onboarding and product discovery to content creation, performance tracking, and long-term growth.
By combining intuitive user experiences with data-informed features, gamification, campaign systems, and professional tools, the platform empowered creators to earn more while driving sustainable growth for the Tokopedia ecosystem.
Impact
Impact
- Enhanced Sharing Experience: Redesigned the sharing output module that is contextual for the ongoing campaigns, produced significant improvement of CTR, generating 92% campaign sharing session from outgoing hit experimentally.
- Incentivized Creator With Seller Sponsored Affiliate: Allow sellers to support another extra commission for creators in return of promoting their products and generate the orders. Based on 2023 PoC data, 36% number of affiliates with SSA links, and from those with SSA links, it generated 10% number of orders from more than 300K total affiliate orders.
- Escalated Affiliate User Performance: Incorporate gamification experience elements (mission, reward, & leaderboard) specifically targeting dormant user to generate promotion & orders. There are increase of 74% participants and 29% of orders generated from Gamification, contributing 1.27% to Tokopedia Affiliate Sessions and 3.10% to Tokopedia Affiliate orders.
- Created New Shop Link Attribution: Shop attribution contribute to PDP generate 6% of total order in average.
Learnings
Leading the evolution of Tokopedia Affiliate taught me that building a successful platform requires thinking beyond individual features and designing an entire ecosystem that supports users at different stages of their journey.
I also learned the importance of balancing user needs with business objectives through continuous research, experimentation, and cross-functional collaboration.
Next Project
Seller Funded Campaign
TikTok Shop SEA