Indonesia, 17 February 2021 – Tokopedia, through the Tokopedia Salam ecosystem, has seen high enthusiasm from Indonesians in shopping for Muslim fashion products online. “It can be seen from the transactions of the Muslim Fashion sub-category in Tokopedia which increased almost 2x lately,” said Head of Category Development Tokopedia, Falah Fakhriyah.
“Koko shirts, Muslim vests, prayer mats, children’s sarongs and headscarves were some of the products that saw the highest increase in transactions on Tokopedia throughout 2020 compared to 2019,” added Falah.
Tazkia Hijab Store and Zoya are examples of business activists in the local Muslim fashion industry, who have taken advantage of the Tokopedia digital platform to adapt while maintaining business in the midst of a pandemic.
Hit by the Pandemic, Tazkia Hijab Shop Adapts Using Digital Platform
Abu Nasor Al Farobi (Robi), started his business in 2014 as a reseller of Muslim fashion products. Robi and his wife then started designing and producing their own products under the name Tazkia Hijab Store in 2017.
Through Tazkia Hijab Store, Robi sells a variety of fashion products for Muslim women, such as tunics, women’s blouses, robes to worship equipment such as mukena. “Hundreds of thousands of products sold through Tokopedia contributed nearly 50% of total sales,” said Robi.
However, the initial conditions for the pandemic hit Robi’s efforts hard. “Our turnover had decreased drastically to almost 100%,” he continued. Even so, Robi did not become discouraged.
“Currently, there are more than 100 employees who have received this business. Therefore, I continue to adapt and innovate so that I can retain employees in the midst of a pandemic,” said Robi.
Robi has also begun to aggressively utilize various features on Tokopedia to increase sales. “By using TopAds and Bebas Ongkir (Free Shipping), we can attract buyers’ attention so that sales are slowly improving. Now transactions have increased more than 2x compared to the beginning of the pandemic,” added Robi.
In the midst of the pandemic, Robi did not forget to share his blessings with others. He has produced and distributed free masks and food in several mosques in Bandung.
Tokopedia Salam Supports Local Hijab Brands to Survive the Pandemic
On the other hand, Tokopedia through its Tokopedia Salam social media account has also held a #SalamBestHijabBrand competition in order to appreciate local Muslim fashion entrepreneurs who continue to adapt and innovate during the pandemic through technology platforms such as Tokopedia.
Deny Setiawan, CEO of Shafira Group which houses the ZOYA brand, said, “Alhamdulillah, our hijab products are still Indonesians’ favorite choice. This can be seen in sales transactions that have increased more than 2x on Tokopedia. The appreciation and enthusiasm of the community that make ZOYA the Best Hijab Brand is certainly a motivation for us to continue to innovate to provide the best products for the community.”
“In 2021, in addition to launching better products, we will also bring new enthusiasm to the theme of the upcoming product collections, namely the Self-Love Scarf Collection. The theme of stories like this is expected to give a spirit of self-love to customers who use ZOYA products in their daily activities. Also to remind us that no matter how tough the year has been, we should be grateful that we have all been able to go through it,” added Deny.
“Tokopedia believes that adapting by collaborating and innovating is key to facing the pandemic. Tokopedia is also committed to being #AlwaysAvailableAlwaysPossible in supporting more businesses, especially MSMEs, in the local Muslim fashion industry to encourage the recovery of the national economy which is affected by the pandemic,” concluded Falah.
Tokopedia, as an Indonesian technology company, has a mission to democratize commerce through technology. Tokopedia’s vision is to build a Super Ecosystem where anyone can start and discover anything. To this day, Tokopedia has empowered millions of merchants and users across the marketplace and digital goods, financial technology and payment, logistics and fulfillment, including Mitra Tokopedia.
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