Optimalisasi Peningkatan Gross Merchandise Value (GMV) terhadap Startupreneur Kosmetik dengan Metode SEO
DOI:
https://doi.org/10.58192/wawasan.v4i4.5321Keywords:
Conversion Rate, Product Bundling, Sales Channel Contribution, Social Commerce, TikTok ShopAbstract
TikTok Shop has grown rapidly as a social commerce channel in Indonesia, particularly in the beauty and personal care category, yet many sellers still face a gap between high traffic and low purchase conversion. This study analyzes the contribution of sales channels (LIVE, video, and product cards) to Gross Merchandise Value (GMV), the view-to-payment conversion pattern, and the effectiveness of product bundling in managing the @dailybestie.id TikTok Shop account, which markets beauty products from five brands. A descriptive case-study approach was used, drawing on primary data from the authors' direct involvement in account management from February to July 2026 and secondary data from the TikTok Shop Seller Center dashboard. Results show the product card contributed the largest share of GMV (47.7%), followed by LIVE (30.9%) and video (21.4%). The view-to-payment conversion rate consistently stayed below 1% despite high traffic, and the products with the highest conversion were not always those with the most views. These findings support bundling flagship products with complementary items to raise transaction value and reduce dependence on a single product. The study recommends a data-driven marketing framework integrating product-card SEO, centralized live-streaming scheduling, and bundling as a practical approach for social commerce actors in the beauty industry.
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