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Shopee Indonesia partners with streaming platform Vidio to launch "Shop While Watching" feature

News2025-10-11
On October 10, it was reported that Shopee Indonesia recently partnered with major streaming platform Vidio to launch the "Vidio Shopping" (watch and shop) feature, aiming to expand product marketing channels for small and medium-sized enterprises as well as local brands.

Adi Rahardja, Senior Director of Business Development at Shopee Indonesia, stated: "Vidio Shopping offers users a completely new shopping experience that is more interactive, seamless, and enjoyable. It not only allows viewers to effortlessly discover desired products while enjoying high-quality content but also provides local brands and small-to-medium enterprises with the opportunity to reach a broader audience."

With Video Shopping, viewers can directly purchase products featured in shows without switching apps. The Picture-in-Picture (PIP) feature ensures uninterrupted program playback, allowing audiences to enjoy entertainment while conveniently shopping. Viewers can buy beauty products, electronics, and more directly on Shopee without leaving their screens.

Unlike platforms primarily focused on user-generated content (UGC), Vidio offers meticulously curated content where each product is showcased in a secure, high-quality environment, fully embodying brand identity. Products appear at the most relevant moments and are directly linked to the Shopee catalog, streamlining the shopping process without compromising the viewer's experience.

Since the initial testing phase began in July this year, Vidio Shopping has shown significant growth. Data indicates a 41% increase in daily average product sales compared to the previous month. Interesting trends have also emerged in content: TV dramas and Korean dramas have become popular shows for fashion and beauty category shopping, with transaction volumes 1.5 times higher than other genres.

As a sports content platform, Vidio attracts a large audience with sports programs such as the Premier League and BRI Super League, while also driving shopping behaviors among live TV viewers. In the maternal, baby, and children categories, children's and animated programs achieve the highest conversion rates, surpassing other content types by 1.2 times.

Industry insiders pointed out that this collaboration reflects the maturing trend of Indonesian content e-commerce—transitioning from simple product placements or KOL livestream shopping to more personalized and comprehensive advertising models. Future iterations of Vidio Shopping are expected to further introduce precise recommendation features based on user viewing behavior and interests.

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