TTS - Toko Traffic Diversion

The growth opportunity for e-commerce is shifting from TikTok in-app to standalone platforms like TikTok Shop and Tokopedia, driven by a large untapped user base and proven incremental gains from cross-platform traffic diversion. With only 1.9% overlap between TikTok Shop and Tokopedia users, there is significant potential to acquire new users while re-engaging dormant ones.

At the same time, Tokopedia is facing declining organic traffic, making external traffic acquisition increasingly important. Insights from Douyin's standalone ecosystem demonstrate that cross-platform diversion can increase both orders and GMV, validating this strategy as a sustainable way to grow the overall ecosystem rather than cannibalizing existing traffic.

Consistency between TikTok Shop touchpoints and Tokopedia redirection pages was critical to preserving user trust and intent. By aligning visual language, communication, and value propositions across platforms, we minimized cognitive friction, reduced churn, and increased the likelihood of successful user conversion.

We designed personalized experience flows based on user segments and entry touchpoints, recognizing that different users have distinct motivations and behaviors. By tailoring incentives, onboarding, and cross-platform journeys to each context, we created more relevant experiences that improved user conversion, engagement, and long-term retention while supporting business growth.

Provide a more focused and seamless shopping environment and a rich selection of products for users registered on both apps, and enhance their first-time shopping experience through the inheritance of benefits.