来源：RCEP跨境电子商务

10月4日，TikTok Shop在发给印尼站卖家的邮件中明确表示——TikTok shop将在当日印尼西部时间17时正式关闭。

On October 4, TikTok Shop made it clear in an email to sellers on Indonesia that TikTok Shop would be officially closed at 17:00 Western Indonesia time on the same day.

据数据显示，印尼是TikTok在东南亚的最大站点，月活跃用户超1.25亿，也是TikTok Shop在东南亚布局的重点之一，这次TikTokShop印尼站的关闭虽然外界已有诸多猜测，但当结果公布时， 对TikTok电商卖家依旧产生了强烈的触动。

According to the data, Indonesia is TikTok's largest site in Southeast Asia, with more than 125 million monthly active users, and it is also one of the focuses of TikTok Shop's layout in Southeast Asia.

卖家冲击-Shock

对于TikTok Shop印尼站点的大多数跨境卖家来说，一个商品要完成从KOL“种草”到爆单的转换过程需要时间的沉淀，这一次的关停无疑严重打乱了他们的计划，使得前期的投入得不到设想的回报，不少以TikTok Shop作为主力销售渠道的商家面临着较大的周转压力。

For most cross-border sellers on TikTok Shop's Indonesian site, it takes time for a product to complete the conversion process from KOL "planting" to explosive orders, and this shutdown has undoubtedly seriously disrupted their plans, making the initial investment not get the expected return, and many merchants with TikTok Shop as the main sales channel are facing greater turnover pressure.

印尼抖店的关停揭示了什么？

What does the shutdown of TikTok Shop in Indonesia reveal?

本土化运营的重要性

Importance of localization

印尼政府对发布相关政策的直接原因可以理解为：印尼本土的商家难以跟背后拥有强大供应链资源的跨境卖家对抗，这势必会使印尼的本土的经济发展会造成严重影响。

The direct reason for the Indonesian government's issuance of relevant policies can be understood as follows: it is difficult for local businesses in Indonesia to confront cross-border sellers with strong supply chain resources behind them, which is bound to have a serious impact on Indonesia's local economic development.

东南亚国家在政治、经济与文化的差异在跨境电商中日益凸显，出海企业对于本土化的需求也愈发重视，通过本土化经营的方式不仅能更好的融入当地的市场，也能尽可能的避免主体限制所带来的动荡。

The political, economic and cultural differences in Southeast Asian countries are becoming increasingly prominent in cross-border e-commerce, and overseas enterprises are paying more and more attention to the needs of localization, and through localized operations, they can not only better integrate into the local market, but also avoid the turmoil caused by subject restrictions as much as possible.

多渠道运营的必要性

Necessity of multi-channel operations

在TikTok Shop宣布关闭印尼站点的次日，印尼电商巨头Shopee宣布停止销售来自海外和跨境卖家的商品，同期Lazada也计划免除受九月法规影响的印尼站直播卖家的费用并为新卖家提供优惠政策。

The day after TikTok Shop announced the closure of its Indonesian site, Indonesian e-commerce giant Shopee announced that it would stop selling goods from overseas and cross-border sellers, while Lazada also planned to waive fees for live streaming sellers in Indonesia affected by the September regulations and provide preferential policies for new sellers.

据数据显示，2022年Shopee在印尼电商交易额中占比超36%，是印尼第一大电商平台，与印尼本土的Tokopedia(35%)占据了半壁江山，Lazada占比10%位列第三，其余电商平台共占比19%。从商业角度分析，电商本质上是一场“效率游戏”，无论从体量还是销售额来看，TikTok Shop在印尼的根基尚浅，如何将TikTok的流量更高效的导向到Shopee等电商平台将会是印尼直播电商卖家当前的首要抉择，并开始思考多渠道运营的必要性。

According to data, in 2022, Shopee accounted for more than 36% of Indonesia's e-commerce transaction volume, making it the largest e-commerce platform in Indonesia, accounting for half of Indonesia's local Tokopedia (35%), Lazada accounting for 10% ranked third, and the rest of the e-commerce platforms accounted for 19%. From a business point of view, e-commerce is essentially a "efficiency game", whether from the perspective of volume or sales, TikTok Shop's foundation in Indonesia is still slightly insufficient, how to direct TikTok's traffic more efficiently to Shopee and other e-commerce platforms will be the current first choice of Indonesian live e-commerce sellers, and began to think about the necessity of multi-channel operation.

直播卖家新蓝海—拉美和中东

New Blue ocean for live streaming sellers – Latin America and the Middle East

这一次的折戟，打破了人们对于TikTok无往不利的幻想。10月7日，TikTok将被马来西亚政府紧急召见，共商TikTok Shop在马的发展，以制定适合马来的措施。印尼站点的关停似乎起到了连锁反应，TikTok Shop的东南亚之旅开始出现迷雾。

This time the halberd broke people's illusions about TikTok's invincibility. On October 7, TikTok will be urgently summoned by the Malaysian government to discuss the development of TikTok Shop in Malaysia to formulate measures suitable for Malaysia. The closure of the Indonesian site seemed to have had a ripple effect, and TikTok Shop's Southeast Asia tour began to appear foggy.

目光拉远，除去东南亚地区，目前拉美地区以及中东地区的电商增长速度也呈现出高速发展的趋势：据数据统计，拉美市场在电商增长方面处于全球领先地位，预计2022年至2027年间将增长19%，超过11%的全球平均水平，而中东地区2021年电子商务市场规模约为317亿美元，预计到2025年将超过490亿美元，有55%的消费者喜欢在电商平台购物，中东地区用户每天花在社交媒体上的平均时间超过3个半小时，社媒运营的可行性较高。

Looking farther away, in addition to Southeast Asia, the current e-commerce growth rate in Latin America and the Middle East is also showing a rapid development trend: according to statistics, the Latin American market is in the global leading position in e-commerce growth, and is expected to grow by 19% between 2022 and 2027, exceeding the global average of 11%, while the e-commerce market in the Middle East in 2021 is about $31.7 billion and is expected to exceed $49 billion by 2025, with 55% of consumers liking to shop on e-commerce platformsThe average time spent on social media in the Middle East is more than 3 and a half hours per day, and the feasibility of social media operation is high.