TikTok电商印尼被禁：东南亚电商出海前景分析
每经记者：王紫薇 每经编辑：刘雪梅
Reporter: Wang Ziwei Editor: Liu Xuemei
近期，TikTok电商在印度尼西亚被禁的事件引发广泛关注。据公开报道，9月底，印尼总统佐科·维多多在内阁会议上正式禁止社交媒体平台进行直接销售交易，并将该法规纳入修订后的印尼贸易部第50/2020号条例。目前，TikTok Shop印尼站已正式关停。
Recently, the ban on TikTok e-commerce in Indonesia has attracted widespread attention. According to public reports, at the end of September, Indonesian President Joko Widodo officially banned social media platforms from conducting direct sales transactions during a cabinet meeting, and this regulation will be incorporated into the revised Indonesian Trade Ministry Regulation No. 50/2020. Currently, TikTok Shop Indonesia has been officially shut down.
印尼市场拥有3.25亿月活用户，其中1.25亿来自印尼本土。如今，TikTok在印尼仅保留短视频功能，电商业务需通过其他独立App实现。
The Indonesian market has 325 million monthly active users, with 125 million from Indonesia itself. Now, TikTok in Indonesia only retains its short video function, and e-commerce services must be conducted through other independent apps.
东南亚电商市场前景分析
Analysis of Southeast Asia's E-commerce Market Prospects
印尼是东南亚电商市场的关键战场，但当地政策对外资电商平台较为严格。2021年7月，跨境电商平台SHEIN宣布退出印尼市场。此次TikTok Shop关停，再次引发行业对东南亚电商出海可行性的担忧。
Indonesia is a key battleground for Southeast Asia's e-commerce market, but local policies are relatively strict for foreign e-commerce platforms. In July 2021, cross-border e-commerce platform SHEIN announced its withdrawal from the Indonesian market. The shutdown of TikTok Shop has once again raised concerns about the feasibility of e-commerce expansion in Southeast Asia.
电商行业观察人士冯华魁表示："电商不只是简单的零售，而是商业数字化的序幕。限制社交电商对保护本地实体店并无实质帮助。"
E-commerce industry observer Feng Huakui stated: "E-commerce is not just simple retail; it is the prelude to commercial digitalization. Restricting social e-commerce does not substantially help protect local physical stores."
东南亚各国反应
Reactions from Southeast Asian Countries
马来西亚通讯及数码部长法米表示，将针对印尼禁止TikTok电商服务的行动进行调查。越南已完成对TikTok的调查，要求其在30天内完成整改。
Malaysian Communications and Digital Minister Fahmi stated that they will investigate Indonesia's ban on TikTok e-commerce services. Vietnam has completed its investigation into TikTok and requested the platform to make corrections within 30 days.
未来展望
Future Outlook
尽管面临挑战，东南亚电商市场仍保持快速增长。据《2022年东南亚数字经济报告》，2022年东南亚电商总收入达1310亿美元，预计2025年将增长至2110亿美元。
Despite the challenges, Southeast Asia's e-commerce market continues to grow rapidly. According to the "2022 Southeast Asia Digital Economy Report," the region's total e-commerce revenue reached $131 billion in 2022 and is expected to grow to $211 billion by 2025.
对于中国跨境电商卖家而言，东南亚市场仍具吸引力，但需密切关注当地政策变化，灵活调整经营策略。
For Chinese cross-border e-commerce sellers, the Southeast Asian market remains attractive, but they need to closely monitor local policy changes and flexibly adjust their business strategies.
