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Puput Hidayat, Vice President of Vendor Expertise, Tokopedia
In 2015, e27 spoke to Tokopedia to grasp their plans and imaginative and prescient for the Indonesian market. In our interview, co-founder William Tanuwidjaja spoke of their ambition to broaden their attain to the japanese a part of the archipelago.
As we speak, in 2023, the corporate has lastly managed to succeed in that objective.
From August 2022 to July this yr, Tokopedia shares the next knowledge:
– Areas with the very best enhance within the variety of sellers, particularly outdoors of the Java island, are Southeast Aceh (Aceh), Padang Lawas Utara (North Sumatra), Malacca (East Nusa Tenggara), Central Buton (Southeast Sulawesi), and Teluk Bintuni (West Papua), with a mean enhance of virtually 4 instances.
– Areas with the very best enhance within the variety of transactions are Natuna (Riau Islands), North Lombok (East Nusa Tenggara), Deiyai (Central Papua), Arfak Mountains (West Papua) and Nduga (Mountain Papua), with a mean enhance of 8.5 instances.
It additionally recorded that nearly three-fourths of the inter-island transactions on the platform over the previous yr used Free Transport, simply one of many options that Tokopedia gives for sellers on their platform.
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“In the case of utilising tech, that is the place issues turn into fascinating as a result of Indonesia is kind of distinctive in that the market doesn’t begin off with desktop; it jumps straight to cellular gadgets. We have to incentivise and educate the customers to be extra accustomed to utilizing cellular gadgets for e-commerce,” says Puput Hidayat, Vice President of Vendor Expertise, Tokopedia, in a name with e27.
“With the 14 million sellers that we have now throughout Indonesia at present, all of them have various ranges of digital literacy. Some are accustomed to the web by socials and different apps; others are utterly new. There was a time round two years in the past once we did subject outreach to sellers, they might ask us questions reminiscent of the place to obtain apps.”
Hidayat leads a group chargeable for sellers’ expertise on the Tokopedia platforms, strategising to assist them develop gross sales.
“Earlier than the pandemic, we centered extra on the adoption of the tech itself because of many sellers’ reluctance to embrace on-line promoting. There’s a stigma that costs on e-commerce are decrease, which is able to negatively have an effect on margins. On-line can be believed to be extra expensive as sellers additionally must cowl transport charges,” Hidayat explains.
“The pandemic supplies a blessing in disguise as a result of sellers are compelled to adapt to tech, to maneuver on-line as they’ll not depend on offline alone. That’s the place we see great progress for vendor adoption, particularly in cities the place we initially had no presence, particularly in Sulawesi and Maluku.”
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With adoption not being a problem for Tokopedia, the corporate was now in a position to give attention to different areas, together with the best way to assist sellers perceive which space to speculate extra in and the place they’ll enhance themselves.
“That is the place the info a part of the equation turns into essential. With this large quantity of customers and actions within the platform, we are able to additionally see behaviours which can be useful for gross sales, and vice versa,” says Hidayat.
“Because of this, post-pandemic, many inventions that we did are extra associated to knowledge utilisation. For instance, through the use of analytics instruments to grasp gross sales efficiency and the best way to promote their merchandise greatest, with what sort of campaigns.”
Hidayat names self-service options on the Tokopedia platform, reminiscent of its Fitur Wawasan (Insights Characteristic), as one instance of its use of information.
“This may appear easy for the customers, however that is the results of machine studying tech that we implement within the back-end. AI is an enormous theme this yr, however the fundamentals are already being carried out right here within the platform that we ultimately translate into consumer expertise. That is what we constantly enhance within the later years after we expertise a growth of adoption,” Hidayat stresses.
Bringing sellers on board the Tokopedia platform
The existence of those options helps Tokopedia appeal to sellers to its platform, one thing that’s instantly associated to its enterprise mannequin.
“In the case of enterprise mannequin, it has to allow each sellers and us to develop collectively. The barrier of entry to promoting on Tokopedia could be very low; it’s free to begin promoting on our platform. Nonetheless, as enterprise turns into extra aggressive, sellers may require extra options to extend their competitiveness. That is the place they’ll opt-in for membership providers PowerMerchant and Official Retailer,” Hidayat explains.
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Along with growing its personal options to help sellers, Tokopedia additionally collaborated with different events, such because the native authorities, to develop an empowerment programme for SMEs.
“That manner, we don’t simply place the options on our platforms with out having the sellers learn about it,” says Hidayat.
Sooner or later, following its IPO in 2022, Tokopedia goals to proceed on utilising the newest tech in its product improvement.
“We now have large knowledge that we are able to use to create predictive analytics by machine studying, and we use them for our Fitur Wawasan,” Hidayat closes. “That is to assist strengthen our zero-barrier strategy to e-commerce for our sellers.”
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Picture Credit score: Tokopedia
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