Digital platform companies Agora and Carousell see significant growth opportunities for video commerce in Indonesia, with video transactions increasing by 90 percent annually.
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Agora CEO Tony Zhao explained that livestreaming is one of the fastest-growing channels for Indonesians. Small businesses can now reach buyers from various regions, and the livestreaming ecosystem creates new job opportunities for hosts , creators, and production teams.
According to the e-Conomy SEA 2025 report from Google, Temasek, and Bain & Company, video commerce transactions in Indonesia rose 90 percent annually to 2.6 billion transactions, with the number of active sellers/online stores increasing 75 percent to around 800,000 users .
"Indonesians are used to chatting and bargaining directly with sellers, and live video brings that habit into the digital realm," he said.
However, Agora believes that many applications are not yet ready to meet these expectations.
“Many apps still treat live video as a one-way broadcast, where the host speaks, while the audience watches with a few seconds of pause,” said Tony Zhao.
He believes such an approach might be sufficient when livestreaming is only used for entertainment, but not when people are shopping.
"The platforms that will excel aren't just those that provide a live button , but those that can make conversations feel truly instantaneous. This need extends beyond the shopping sector, extending to education and healthcare, and even community-based apps," he said.
According to Agora, there are four main aspects that livestreaming platforms need to pay attention to in order to meet user expectations.
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