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For Nearly 12 Years, Tokopedia Still Focus on Pushing Local MSMEs Independence


For Nearly 12 Years, Tokopedia Still Focus on Pushing Local MSMEs Independence

Jakarta, 6 April 2021 – The pandemic encourages people to adapt through the use of technology, both in meeting daily needs and creating opportunities.

This is evident from the LPEM FEB UI survey which states that in 2020, 7 out of 10 sellers in Tokopedia experienced an increase in sales volume with a median of 133%.

“68.6% of sellers who joined Tokopedia during the pandemic were the sole breadwinners in the family. 76.4% of sellers said that the ease of managing a business was the main reason for joining Tokopedia,” said External Communications Senior Lead Tokopedia, Ekhel Chandra Wijaya.

Tokopedia’s internal data, on the other hand, reveals significant growth in the number of sellers, from the pre-pandemic number of 7.2 million to more than 10 million today. Tokopedia’s monthly active users also increased from more than 90 million to more than 100 million.

Tokopedia Introduces Hyperlocal Initiative

Tokopedia has been supporting sellers in Indonesia, especially local MSMEs, through hyperlocal initiatives to realize the mission of democratization of commerce in Indonesia through technology.

In practice, in addition to providing intensive assistance for MSMEs in various cities, Tokopedia also collaborates with local governments to digitalize traditional markets.

Tokopedia also provides various special pages such as the Kumpulan Toko Pilihan (KTP) and TokoMart which carry geo-tagging technology to make it easier for people to get daily necessities from the nearest seller.

Tokopedia Helps F&B, Fashion and Beauty Industries Soar

On the other hand, Tokopedia has launched a variety of initiatives to make it easier for people to meet their needs for F&B, fashion to beauty, as well as helping local businesses remain operational amidst the pandemic.

1. Tokopedia Nyam! Encourage F&B Sellers to Go Digital – Throughout Tokopedia Nyam’s campaign, products such as local brand coffee, honey, Korean specialties such as tteokbokki, snacks such as honey fried bananas to mangoes, were amongst the most popular.

Thanks to this campaign, during Q1 2021, transactions in the F&B category on Tokopedia increased by almost 3x compared to the same period in the previous year.

2. Support Local Shoe Fashion Industry through Bersebelas #MelangkahBareng Movement – Public appreciation for local shoes has increased during the pandemic. For example, Nokha and Brodo, which respectively saw an increase in transactions by almost 2.5x and almost 5x during December 2020 when compared to the initial period of the pandemic.

Furthermore, Tokopedia collaborated with Never Too Lavish (NTL) alongside other 10 local shoe MSMEs, to launch the Bersebelas #MelangkahBareng movement.

AVP of Category Development for FMCG & Long Tail Categories Tokopedia, Jessica Stephanie Jap, also noted that the Fashion category continued to be in demand by the public during Q1 2021. “Plain shirts, short pants and long-sleeved shirts are some of the fashion products that were most sought after,” he said.

3. Encouraging Shopping through Tokopedia Beauty Dealight – During Q1 2021, transactions in the Beauty category on Tokopedia increased almost 2x compared to the same period in the previous year. “Cleansers, serums, eyebrow pencils and face creams are some of the most popular beauty products on Tokopedia,” added Jessica.

This high enthusiasm became the reason why Tokopedia Beauty Dealight was launched last March 2021. Gentle Hour and Maska Indonesia are some of the local beauty businesses that have joined the campaign as an effort to meet market needs as well as adapt in the pandemic.

“Through collaboration, we hope that there will be more people who are proud of locally made products so that local MSMEs can thrive in our own country and help create a more independent national economy,” Jessica concluded.


Bianca AdriennawatiBianca Adriennawati

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