by Nurul Fitri Ramadhani
JAKARTA, Oct. 20 (Xinhua) -- In her room in East Jakarta, 28-year-old Nisrina Amanda moved briskly in front of her mobile phone camera, smiling as she held up various shirts from the shelf behind her.
"Let's check them out now! The stock is limited and the promotion is only for today," she repeated enthusiastically during her continuous live broadcast.
Amanda works as a live-streaming host for Meerashop, an online store specializing in casual wear and women's shirts on the e-commerce platform TikTok. Her job includes introducing product details, answering questions from potential buyers through real-time interaction, and even trying on the clothes to show how they fit.
Having worked in this role for nearly six months, Amanda said she must understand every aspect of the products as well as the shipping procedures.
"This job is very useful, relatively easy to do, and provides a decent income. Not much, but enough. I can also learn about marketing," said Amanda, who holds a master's degree.
She earns around 3 million to 4 million rupiahs (about 181 to 241 U.S. dollars) per month, depending on sales performance. Income varies among live-streaming hosts, as it depends largely on the shop's overall revenue.
Like Amanda, 21-year-old Andi Asmarandana works as a freelance live-streaming host between his university classes. Although he earns less, around one to two million rupiahs (60 to 120 dollars) monthly, he enjoys the flexibility and experience.
"The income is enough for a student like me, and this job enriches my experience. I'm not ashamed to do it because this kind of work is now common. With the rise of online shopping and digital platforms, I believe this profession will continue to be in demand," Asmarandana told Xinhua, adding that he sometimes works for two or more online shops a month.
In Indonesia, the profession of live-streaming hosts has gained popularity in line with the growth of e-commerce. Data from the Ministry of Manpower shows that by September 2025, more than 10,000 vacancies were available for such positions.
"What's interesting is that the position of live-streaming host ranks seventh among the most in-demand jobs. These figures come directly from companies posting vacancies, not from government surveys," said Surya Lukita Warman, head of the ministry's Labor Market Center.
He explained that the rise of this profession began with a shift in consumer behavior, especially during the COVID-19 pandemic, when many people turned to online shopping instead of visiting physical stores.
According to the Ministry of Trade, the number of e-commerce users in Indonesia has been growing steadily since 2020, reaching 58.63 million in 2023. The figure is projected to climb to 99.1 million by 2029.
Today, nearly all e-commerce platforms and social media provide live-streaming features, allowing consumers to watch demonstrations before making purchases.
"As I learned in my marketing class, the buyer's decision is strongly influenced by their perception of the product as demonstrated during live streams," said Asmarandana, a marketing communications student at a private university in Jakarta.
Warman added that the profession requires a mix of communication, marketing, and technical skills, making it particularly suitable for Indonesia's Generation Z.
"The young generation is creative, flexible, and tech-savvy. Jobs like live-streaming hosts and content creators fit their characteristics well. These are promising career options, especially for those who are confident and comfortable appearing on social media," he said, noting that young people must keep adapting to industry trends. ■
