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Tokopedia, Dekranasda DKI encourages public support for local MSMEs
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Sancraft, a local MSME mentored by Dekranasda DKI Jakarta, has utilized Tokopedia to build its business. (Courtesy of Tokopedia)
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elebrating Jakarta’s 495th anniversary on June 22, Tokopedia has highlighted the bestselling categories in the capital throughout the second quarter of 2022, which include Food and Beverages, Health, Household, Electronics and Automotive.
Meanwhile, baju pangsi, blangkon and sabuk adat Betawi were some of the most searched for Betawi products.
The shopping trend is influenced by Tokopedia’s Hyperlocal initiative as part of GoTo Group’s - Indonesia's largest digital ecosystem that includes Gojek, Tokopedia and GoTo Financial - commitment to connect micro, small and medium enterprises (MSMEs) throughout Indonesia, including DKI Jakarta, with local buyers so that they have the same opportunity to grow. The initiative counts the Bangga Buatan Indonesia (Proudly Made in Indonesia) campaign as one of its manifestations.
Astri Wahyuni, Tokopedia’s director of public policy and government relations, said that the platform continued to provide a stage for MSMEs in Jakarta.
“For example, through the launch of the JakArtisan store with the DKI Jakarta National Handicrafts Council [Dekranasda], training for Kelas Maju Digital [Advanced Digital Class], and the online showcase of Jakarta MSME products on Jumat Beli Lokal [Buy Local Friday] broadcast every Friday on Tokopedia Play," she explained.
Simultaneously, public enthusiasm for supporting products made by Jakarta-based MSMEs is very high, as can be seen in the surge of viewership numbers during the Jumat Beli Lokal on Tokopedia Play, which in the second quarter of 2022 reached almost five times the number when the event was broadcast for the first time in 2021.
Dekranasda DKI Jakarta chairwoman Fery Farhati expressed her appreciation for Tokopedia's efforts in supporting MSMEs in Jakarta.
“Local MSMEs must adapt and innovate through technology platforms in order to be relevant during the digital era. We also invite more people to support Jakarta's MSMEs, one method of which is by buying their products," she said.
Dakara Indonesia and Sancraft are two examples of local MSMEs mentored by Dekranasda DKI Jakarta that utilize Tokopedia to start and build businesses.
Dakara Indonesia uses ikat and lurik traditional woven fabric in its ethnic-themed clothing. Ayu Purnama, Dakara Indonesia’s owner said that the brand modernizes traditional tenun fabric so that it can be accepted by all groups, including young people.
"We started selling on Tokopedia at the beginning of the pandemic as offline stores had to close. We also invited mothers who live in rusun [low-cost apartments] to make masks, waist bags, obi and other goods. Meanwhile, we collaborate with home-based tailors to produce outerwear, blouses, pants and tunics with Dakara so that they can support the family economy," she said.
Dakara Indonesia regularly participates in various campaigns, such as Indonesia Shopping Time (WIB), Cantik Fest and Women in Style at Tokopedia. Some 90 percent of Dakara Indonesia's turnover comes from Tokopedia.
Meanwhile, Sancraft owner Sanjung Sari Pursie started the business after she received a positive response from her colleagues when she produced tote bags with homemade illustrations, which were inspired by the works of artists on Jl. Malioboro in Yogyakarta.
Currently, Sancraft products are illustrated with iconic symbols of Jakarta, such as ondel-ondel [giant Betawi effigies] bajaj [three-wheeled motorized vehicles], city buses and jaipong dancers.
"As the business progresses, we also continue to innovate, one way is by producing new types of products, such as keychains and notepads," Sanjung said.
The COVID-19 pandemic has been a challenge for Sancraft’s business as the turnover from offline outlets fell drastically by up to 50 percent.
"Sancraft joined Tokopedia in 2020 and managed to survive in the midst of the pandemic and was even able to attract more customers from all over Indonesia," she concluded.
