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TikTok memutuskan mematikan fitur Live terkait kondisi keamanan di Indonesia. Hal ini disampaikan TikTok melalui juru bicaranya Sabtu (30/8/2025). Mereka mengatakan terkait dengan kondisi keamanan nasional, maka mereka menangguhkan fitur Live untuk sementara waktu.
"Sehubungan dengan meningkatnya kekerasan dalam aksi unjuk rasa di Indonesia, kami mengambil langkah-langkah pengamanan tambahan untuk menjaga TikTok tetap menjadi ruang yang aman dan beradab. Sebagai bagian dari langkah ini, kami secara sukarela menangguhkan fitur TikTok LIVE selama beberapa hari ke depan di Indonesia," kata perwakilan dari TikTok.
Penutupan fitur Live Streaming di TikTok membuat banyak pelaku usaha lokal kelimpungan. Wolipop berbincang dengan tiga pengusaha hijab dan modest fashion yang selama ini mengandalkan live TikTok sebagai kanal utama penjualan, interaksi real-time, serta media promosi langsung.
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Menurut mereka, hilangnya fitur ini memaksa brand mencari strategi baru agar tetap bersaing di pasar online yang mengutamakan kecepatan dan pengalaman visual.
Eras Pragitha, pendiri brand hijab Gamaleea, mengaku kaget ketika fitur live tiba-tiba menghilang pada 30 Agustus 2025 malam. "Sekitar jam 21.00 WIB tiba-tiba Live Streaming hilang. Dampaknya besar, karena omzet kami banyak dari live. Sekarang tidak sesuai ekspektasi dan tidak tahu sampai kapan," ungkap Eras.
Eras menilai penutupan ini bisa menurunkan penjualan drastis, karena pola belanja di TikTok berbeda dengan marketplace lain. "Kalau di TikTok, orang belanja karena lihat video atau live. Beda dengan Shopee yang orang memang mencari produk," jelasnya.
Hal serupa dialami Siti Zahra, pemilik brand Dyalodya. Lewat Instagram, ia meluapkan kekesalannya karena kehilangan pemasukan di momen traffic tinggi awal bulan.
"Nggak bisa live, ngak ada pemasukan. Host live saya ada 6, besok tanggal 1 traffic bagus. AM (Accoung Manager-red) TikTok juga nggak tahu jawabannya," curhat Zahra.
Rizka Alfiani, pendiri Kamila Wardrobe, juga merasakan dampak besar. Live yang biasanya menyumbang 60% omzet brand-nya kini terhenti. Timnya beralih ke Shopee dengan menambah sesi live, tetapi hasilnya tetap tidak bisa menutupi kerugian.
"Ini nggak fair, dampaknya ke mana-mana. E-commerce juga kena imbas," tegas Rizka.
Devi Septrianingsih, pemilik Deav Hijab dan Koncoturu, menyebut brand-nya biasanya live hampir seharian penuh. Kini, ia hanya bisa mengandalkan Shopee dan event offline sambil tetap beriklan di TikTok meski performanya menurun drastis.
"Live jadi sumber pendapatan utama. Setelah dimatikan, omzet pasti turun," kata Devi.
Bagi mereka, TikTok Live bukan sekadar fitur, melainkan tulang punggung penjualan. Tanpa kejelasan kapan kembali aktif, para brand harus memutar otak mencari cara agar tetap bertahan di tengah persaingan sengit.
(eny/eny)
