Jakarta –
Tokopedia supporting the development of local MSMEs so they can increase sales with technology. One way is through the Hyperlocal Initiative.
Of the many products whose sales have increased through the Tokopedia Hyperlocal Initiative, one of them is food and beverages.
“During the 2022 period there was an increase in food and drink transactions carried out by users domiciled in DI Yogyakarta Province by 1.5x compared to 2021,” said Head of Tokopedia’s Public Relations Division (Regional), Rizky Juanita Azuz in a written statement, Monday (30 /1/2023).
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“Tokopedia hopes that through the hyperlocal initiative presented, it can encourage MSME activists, especially in Yogyakarta, to have the courage to start and develop businesses through the use of technology,” continued Rizky.
One of the food and beverage products that is increasing is Space Roastery. This MSME, which attracts local farmers, has succeeded in creating a community and advancing coffee in Indonesia because of its sales through Tokopedia.
General Manager of Space Roastery, Slamet Kurniawan, said that initially this business faced many challenges. This is no exception to the limited information regarding coffee suppliers.
“For this reason, we started actively joining various coffee forums on social media and even became the initiators of the Home Brewers Indonesia community which was formed in 2018,” said Slamet.
Furthermore, through the community, Space Roastery can collaborate with hundreds of farmers and several coffee suppliers from various regions, such as farmers from Gayo and Lintong, North Sumatra.
Another challenge that Space Roastery must face is the increasing number of similar products on the market. To overcome this, Space Roastery is consistent in presenting product innovation.
“To be different, we continue to innovate products regularly. We release at least 2 to 3 new products every month, starting from coffee beans, merchandise and coffee products in other forms such as packaged drinks,” explained Slamet.
Another innovation from Space Roastery is creating attractive packaging and giving each product a unique name. This strategy has received a good response because it makes it easier for buyers to find coffee according to their wishes.
To expand market share, from the start Space Roastery has utilized digital channels such as Tokopedia.
“We utilize various Tokopedia features such as Free Shipping, which helps us reach buyers in almost all regions of Indonesia. In fact, there are around 400 new buyers every month who transact via Tokopedia,” explained Slamet.
“At Tokopedia, there are at least 2,000 orders every month. Tokopedia also contributes around 40% of our total turnover,” he concluded.
For information, Tokopedia notes that the popular coffee products in DI Yogyakarta are packaged coffee and ground coffee. Areas with popular coffee product transactions are Bantul Regency, Sleman Regency, Yogyakarta City, Gunungkidul Regency, and Kulon Progo Regency. Meanwhile, the sub-district level includes Banguntapan (Bantul Regency), Depok (Sleman Regency), Umbulharjo (Yogyakarta City), Ngaglik (Sleman Regency), and Sewon (Bantul Regency).
(prf/fay)
