Indonesia, 19 May 2023 - Since 2020, the United Nations has established every 21 May as World Tea Day. Quoting the Coordinating Ministry for Economic Affairs of the Republic of Indonesia website, Indonesia as a tea-producing country has a 2% share of the world’s total tea production.
In addition to market potential, Indonesia also has the fifth-largest tea plantation area in the world in 2020. Indonesia's tea production is ranked eighth in the world in 2020.*
"Seeing the huge potential for tea production in Indonesia, Tokopedia seeks to provide a stage for tea producers and sellers to reach a wider domestic market. This takes into consideration that the Tokopedia platform is currently being accessed by people in 99% of sub-districts in Indonesia," said Sherine Pranata, Tokopedia Category Development Senior Lead.
“One method is by holding a special and sustainable campaign for food and beverage entrepreneurs, including tea, on Tokopedia NYAM! This campaign is also aimed at accommodating the high public interest in shopping for food and beverages online through Tokopedia," added Sherine.
"This is evident as drinks are one of the product sub-categories that most people buy through Tokopedia during the first quarter of 2023. Tea and milk are some of the best-selling beverage products on Tokopedia in the first quarter of 2023," said Sherine. Welcoming World Tea Day on 21 May 2023, Tokopedia shared online tea sales trends.
These are the ThreeBbest-selling Types of Teas on Tokopedia, See Also the Benefits of Drinking Tea
Tea, which has become a part of life for many Indonesian communities, has several benefits for the body. According to the Ministry of Health of the Republic of Indonesia, tea contains antioxidants that can fight free radicals that can prevent damage to cells in the body.**
In addition, tea is also a drink that has almost no calories and contains ingredients that inhibit fat absorption. Tea, on the other hand, can help burn more fat during exercise and lower harmful cholesterol levels.
“Tea, which has many benefits for the body, is popular with many people. This is evident from Tokopedia's internal data which shows that tea sales almost doubled in the first quarter of 2023 compared to the first quarter of 2022. Green tea, black tea, and Thai tea were some of the best-selling types of tea on Tokopedia during this period,” said Sherine.
Other than Tokopedia NYAM!, Tea is Selling Well in Various Regions Thanks to Hyperlocal
"Apart from the Tokopedia NYAM! campaign, we also help the growth and development of food and beverage entrepreneurs, including tea, through the Hyperlocal initiative. Hyperlocal aims to bring sellers closer to buyers wherever they are with geo-tagging technology," said Sherine.
Hyperlocal gives food and beverage sellers, including tea, across Indonesia to have the same opportunity to grow and develop without having to move to big cities. Buyers can also get food and drinks, including tea, more quickly and efficiently.
One of the manifestations of Hyperlocal is Kumpulan Toko Pilihan (KTP), a product curation page of sellers closest to the buyer's location. There is also Dilayani Tokopedia, an order fulfillment service that enables sellers, including tea sellers, to store products at Tokopedia's smart warehouses in areas with high demand.
Thanks to Hyperlocal Tokopedia, during the first quarter of 2023 compared to the first quarter of 2022, Pangkal Pinang (Bangka Belitung), Majalengka (West Java), and Gianyar Regency (Bali) were some of the areas with the highest increase in the number of tea product buyers, with an average increase of more than double.
"Meanwhile, several areas experienced the highest increase in tea product transactions during the first quarter of 2023 compared to the first quarter of 2022, including Lebak Regency (Banten), Brebes Regency (Central Java), and Badung Regency (Bali), with an average increase of nearly three times," said Sherine.
The furthest delivery for tea products, which occurred through Tokopedia, was from Palembang to Jayapura with a delivery distance of 3,990.08 kilometers.
MSME Tea Sellers on Tokopedia, Tea Heaven, Employs Hundreds of Local Tea Farmers
The Tokopedia digital platform is used by many local tea MSMEs from all over Indonesia. For example, Tea Heaven (Bogor) was founded by Devina Amelia in 2017 while she was in college. With limited capital, Devina initially only sells using the pre-order system on Tokopedia.
Through this business, Devina has succeeded in employing hundreds of farmers from dozens of tea plantations in the Bantul, Sukabumi, Garut, Cianjur, Ciwidey, Padang, and Bali regions.
“Many tea plantations sell their best quality produce for export purposes. Meanwhile, many low-quality tea crops are actually marketed in Indonesia. Through Tea Heaven, we want all quality tea harvested by local tea farmers to be accessible in the domestic market," said Devina.
Devina and hundreds of local tea farmers have marketed more than 100 types of tea products through Tokopedia. “Tokopedia contributes around 70% of our overall sales. Sales of Tea Heaven on Tokopedia are also very progressive. During the first quarter of 2023, Tea Heaven's transactions on Tokopedia jumped almost three times compared to the first quarter of 2022," said Devina.
Indonesian Artisan Tea, Brew Me Tea, Introduces Organic Tea from Bali's Volcanic Land
Founded by Ni Putu Yudia Ayu Dewintasari in 2015, Brew Me Tea (Denpasar) sells artisan tea. Artisan tea is a processed tea product that is mixed with various other natural ingredients, such as flowers and herbs.
Similar to Tea Heaven, Yudia through Brew Me Tea also employs local tea farmers. He introduced various types of artisan tea to Indonesians, including the younger generation. "We involve dozens of tea farmers around Bali for the entire process of harvesting tea shoots, from planting to picking," explained Yudia.
"Brew Me Tea products have their own uniqueness, which is the final taste or naturally sweet aftertaste. This is because the main ingredient of our tea is grown in Balinese soil which tends to have a volcanic soil structure or soil originating from volcanic eruptions. In addition, the planting process is also organic or free from pesticides and other chemicals," added Yudia.
"Thanks to Tokopedia, Brew Me Tea’s local artisan tea can be accessed by everyone in Indonesia. We recorded that the number of intercity transactions of Brew Me Tea through Tokopedia almost doubled throughout 2022 compared to 2021. Tokopedia has also become the main digital channel for sales of our local artisan teas,” concluded Yudia.
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About Tokopedia
Tokopedia, an Indonesian technology company, has a mission to achieve digital economic equality. Tokopedia’s vision is to build a Super Ecosystem where anyone can start and find anything. Today, Tokopedia empowers millions of sellers and users through marketplaces and digital products, fintech and payment, logistics and fulfillment, as well as Tokopedia Partners.
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