Indonesian platform Vidio is taking a victory lap on its fledgling show-linked e-commerce initiative, saying transactions are spiking 47% during payday periods.

The data was released ahead of Vidio Shopping’s first three months on air.

The platform said daily average product sales grew 41% month-on-month.

Vidio also said that Indonesian soap operas and Korean dramas drove 1.5x higher fashion and beauty purchases compared to other genres. Animation ranked highest – 1.2x above average – among the moms/kids segment, Vidio said.

The new service lets viewers buy products that appear in TV shows without exiting the programme. Brands involved in the testing phase include Samsung and Nivea. 

These have been joined by local celebrity-driven brands, including Manifest by actress Wulan Guritno, who stars in Vidio original "Mama-Mama Pengejar Cinta", and sustainable fashion label Denyut Semesta by actress-designer Asri Welas.

The picture-in-picture shopping function was developed with regional e-commerce platform Shopee. 

Vidio managing director, Hermawan Sutanto, described the new service as a “milestone in how we bring entertainment closer to lifestyle”.