How to Sell on Tokopedia & Shopee: A Beginner’s Guide for Indonesians

The digital marketplace in Indonesia is booming, and at the heart of this e-commerce revolution are two giants: Tokopedia and Shopee. Millions of Indonesians shop on these platforms daily, creating an incredible opportunity for anyone with a product to sell. If you’ve been thinking about starting an online business, knowing how to sell on Tokopedia & Shopee is your first step toward success.

Forget the complexities and confusion. This guide is designed for absolute beginners. We’ll walk you through every step, from creating your account to making your first sale, providing practical, actionable advice to get your online store up and running. Whether you’re selling handmade crafts, trendy fashion, or unique snacks, this is your starting point.

Why You Should Sell on Tokopedia & Shopee

Before we dive into the “how,” let’s quickly cover the “why.” Selling on established marketplaces like Tokopedia and Shopee gives you an instant advantage over building a website from scratch.

• Massive Customer Base: You get immediate access to millions of potential buyers who already trust and use these platforms.
• Built-in Trust: Customers are more comfortable making purchases through familiar platforms with secure payment systems like Tokopedia and Shopee.
• Powerful Tools: They provide a suite of tools for marketing, promotions, and managing your store that would be expensive and difficult to develop on your own.
• Simple Logistics: Integrated shipping and logistics solutions make sending out orders straightforward, even for a complete beginner.

Step 1: Setting Up Your Online Store Account

Your first step is to create a seller account. The process is similar for both platforms but has slight differences. You’ll need an active Indonesian phone number, an email address, and your KTP (Kartu Tanda Penduduk) for verification.

How to Set Up a Tokopedia Seller Account

1. Download & Register: Get the Tokopedia app from the Google Play Store or Apple App Store. Register for a regular user account using your email or phone number.
2. Open Your Store: In the app, navigate to your account section and find the option to “Buka Toko Gratis” (Open a Free Store).
3. Name Your Store: You’ll be prompted to enter your store name (Nama Toko) and your store domain. Choose a name that is memorable, easy to spell, and reflects what you sell. This is important for branding!
4. Verify Your Identity: To unlock all seller features and build trust, you must verify your identity. This usually involves uploading a photo of your KTP and a selfie holding the KTP. This verification process (Verifikasi KTP) is crucial for security and credibility.

How to Set Up a Shopee Seller Account

1. Download & Register: Download the Shopee app and sign up for a basic account.
2. Access the Seller Centre: On the main page, tap the “Saya” (Me) tab, and you will see “Mulai Jual” (Start Selling) at the top left. This will take you to the Seller Centre.
3. Complete Your Profile: Add your shop name, a description, and a profile picture or logo.
4. Set Address & Shipping: You must add your pickup address. Then, go into the shipping settings (Jasa Kirim Saya) to activate the courier services you plan to use (like JNE, J&T, Sicepat, etc.).
5. Bank Account & Verification: Add your bank account details for payouts. Like Tokopedia, Shopee will require KTP verification to become a trusted seller and access all features.

Step 2: Creating Product Listings That Sell

This is where you make or break your business. A great product listing convinces a customer to click “buy.”

1. High-Quality Product Photos

Photos are the most critical part of your listing. Customers can’t touch your product, so your photos must do the work.

• Use Clear, Bright Lighting: Natural daylight is best. Avoid dark, blurry images.
• Show Multiple Angles: Capture the front, back, sides, and any important details.
• Show the Product in Use: If you sell clothes, show them on a model or mannequin. If you sell home decor, show it in a room setting.
• Keep it Clean: Use a simple, uncluttered background (a white wall or poster board works great).

2. Compelling Product Titles

Your product title is crucial for search. Think like a customer. What words would they use to find your item? A good formula is:

Brand (if any) + Product Name + Main Feature/Type + Keterangan (e.g., size/color)

• Bad Title: Baju Keren (Cool Shirt)
• Good Title: Kemeja Pria Lengan Panjang Polos Katun Slim Fit - Hitam (Men’s Shirt Long Sleeve Plain Cotton Slim Fit – Black)

3. Detailed and Persuasive Descriptions

In the description, you sell the benefits, not just the features. Use bullet points to make it easy to read.

• Start with a Hook: A short sentence that grabs attention.
• Explain the Benefits: Don’t just say “made of cotton.” Say “Made from soft, breathable cotton, perfect for Indonesia’s warm weather.”
• Include All Specifications: List dimensions, materials, sizes available, what’s in the box, etc.
• Anticipate Questions: Answer common questions directly in the description to reduce customer inquiries.

4. Choose the Right Category

Placing your product in the most specific category possible is vital. If you sell phone cases for an iPhone 13, don’t just put them in “Electronics.” Drill down to Handphone & Aksesoris > Aksesoris Handphone > Casing & Cover. This ensures people looking for that specific item will find you.

Step 3: Optimizing Your Store for Trust and Sales

An empty-looking store with no branding feels untrustworthy. Both platforms offer tools to make your shop look professional.

• On Tokopedia: Use Dekorasi Toko (Store Decoration). You can add banners and arrange featured products to create a visually appealing storefront. Also, organize your products into Etalase (Display Cases) by category, making it easier for customers to browse.
• On Shopee: Use the Shop Decoration feature in the Seller Centre. You can customize your shop’s layout with different components, add promotional banners, and highlight your best-selling items.

A well-decorated store shows you are a serious seller and helps build your brand identity.

Step 4: Marketing and Getting Your First Customers

Once your store is set up, you need to attract buyers. Luckily, you don’t have to spend a fortune.

Leverage In-App Promotional Tools

• Tokopedia: Explore TopAds. You can set a small daily budget to have your products appear at the top of search results. Also, use Diskon Toko (Store Discount) and Cashback promotions to entice buyers.
• Shopee: Shopee offers Shopee Ads which works similarly to TopAds. More importantly, you can create your own Vouchers (e.g., Rp 10,000 off with a minimum purchase) and Bundle Deals (e.g., buy 2 get 5% off). These are extremely effective.

The Power of Gratis Ongkir (Free Shipping)

In Indonesia, free shipping is a massive conversion driver. Both platforms have a Gratis Ongkir program. Enrolling in it is almost essential. While it may cost you a small fee per transaction, the increase in sales often more than makes up for it. Customers will actively filter for products with free shipping, so not participating means you’re invisible to a large group of buyers.

Step 5: Managing Orders and Building a 5-Star Reputation

Congratulations, you got an order! Now, providing a great experience is key to getting good reviews and repeat customers.

1. Respond Quickly: Acknowledge the order and answer any customer chats as quickly as possible. Good communication builds trust.
2. Pack Securely and Nicely: Ensure the product is well-protected to avoid damage during shipping. Using nice packaging with a small “thank you” card can leave a lasting positive impression.
3. Ship Fast: Process and ship orders as quickly as you can. Customers love fast shipping, and platforms reward sellers who ship on time.
4. Encourage Reviews: After the customer receives the item, a polite follow-up message asking for a review can be very effective. Positive reviews are social proof and will significantly boost your future sales.

Tokopedia vs. Shopee: Where Should You Start?

The honest answer for a beginner? Start on both.

While there are subtle differences (Tokopedia is historically strong in electronics and hobbies, while Shopee excels in fashion, beauty, and CPG), the customer bases have significant overlap.

Listing your products on both platforms doubles your visibility with minimal extra effort. You can manage both from your smartphone. Once you see which platform performs better for your specific products, you can decide where to focus more of your marketing energy and budget.

Success in selling online doesn’t happen overnight. It’s a process of learning, trying new things, and continuously improving your listings and service. By following this guide, you have a solid foundation to build a profitable business on Tokopedia and Shopee. Good luck, and happy selling!

Disclaimer:

This article is for informational purposes and offers guidance based on our experience. The e-commerce world, including policies on Tokopedia and Shopee, changes frequently. Your success is not guaranteed and will depend on your own effort, product quality, and market strategy.