Vidio, Indonesia’s leading local OTT platform, has officially launched a new vertical on its service, Vidio Shopping, an innovative feature developed in collaboration with Shopee, the region’s leading e-commerce company. The new feature seamlessly combines premium entertainment with instant shopping, enabling viewers to buy products directly from their favorite shows without leaving the screen. The move makes the company a leader on shoppable content segment.
Vidio Shopping utilizes picture-in-picture functionality, allowing audiences to discover and purchase products—from beauty items to gadgets—while continuing to watch their content uninterrupted. The feature was soft-launched in an Alpha version past July during flagship content such as the Premier League and the Vidio Original Series Asmara Gen Z. Global and local brands like Samsung, Wardah, Nivea, and Make Over participated in early adoption.
Performance and viewer behavior
Vidio distinguishes itself by offering curated programming, which provides a premium environment for brands. Products are linked directly to Shopee’s catalog and appear at contextually relevant moments, ensuring a smooth and non-intrusive shopping experience.
Since entering its Beta phase, Vidio Shopping has demonstrated strong traction. Daily average product sales grew by 41% month-on-month, with transaction spikes reaching 47% during payday periods. Viewing trends show that drama series, particularly K-Dramas and Indonesian soap operas, drove a 1.5x higher rate for fashion and beauty purchases compared to other genres. Live football leagues, such as the Premier League, also saw strong audience engagement. For the moms & kids segment, children’s animation recorded the highest conversion rates, at 1.2x above average.
Hermawan Sutanto, Managing Director of Vidio, commented on the significance of the integration: ‘Vidio Shopping is a milestone in how we bring entertainment closer to lifestyle’. He added, ‘together with Shopee, we’re offering audiences a more contextual, personalized, and enjoyable shopping experience—whether they’re watching Premier League matches or Vidio Original Series, they can now shop as seamlessly as they stream’.
Adi Rahardja, Senior Director of Business Development at Shopee Indonesia, noted that the partnership introduces ‘a new, interactive way of shopping on Shopee’. This model ‘opens up new opportunities for local brands and MSMEs to reach wider audiences in a relevant, contextual environment’.
Empowering local brands
The Vidio Shopping launch is also designed to support local entrepreneurs. It coincides with the debut of two celebrity-driven local brands on the platform: Manifest, a lifestyle brand from actress Wulan Guritno, and Denyut Semesta, a sustainable fashion label from actress-designer Asri Welas. Guritno, who stars in the Vidio Original Series Mama-Mama Pengejar Cinta, stated that the launch makes it easier for people to celebrate wellness. Welas noted that her brand, crafted from recycled textile waste, aims to raise awareness of sustainable fashion.
