Held in Jakarta on Nov. 19, the event spotlighted GoFood’s latest innovation: the 5-minute instant onboarding feature in the GoFood Merchant app. This breakthrough allows entrepreneurs to start selling online immediately, reinforcing GoFood’s role as a trusted growth partner for culinary businesses and enhancing its contribution to accelerating Indonesia’s digital economy.

Drawing hundreds of MSME entrepreneurs, Maju Bersama GoFood also featured inspirational sessions with business partners and various learning zones, including the GoFood Registration Zone, GoFood Partner Community (KOMPAG) Zone, the GoFood Education Center Zone and the JakPreneur Zone.

The event served as a collaborative space for food service entrepreneurs to exchange insights, expand networks and gain new knowledge to help grow their businesses in the digital era.

According to a report from Statistics Indonesia (BPS), only 33.13 percent of the country’s 4.85 million food and beverage service businesses had adopted digital technology for promotions, online sales and payment transactions by the end of 2024. This points to the growing relevance of technology adoption and digitalization as keys for MSMEs to stay relevant, competitive and resilient in an increasingly competitive digital economy.

Sovan Kumar Ganguly, Head of Food, Ads and Merchants at Gojek, emphasized the initiative aligned with the company’s continuing mission to create solutions that address the real pain points faced by users, including merchants.

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GoFood’s instant onboarding feature is designed to make the process faster, easier and more inclusive for all aspiring culinary MSMEs. Business owners simply need to download the GoFood Merchant app, fill in their national identity and bank account details to start selling online.

“Through the 5-minute onboarding feature, we want to enable more culinary MSMEs to take their first step and grow together with GoFood,” said Ganguly.

“We’re also simplifying operations with a menu scanning feature that allows merchants to upload their entire menu, just by taking a photo. This feature helps business partners save time and energy, allowing them to focus on strategic matters to grow their business," he added.

After joining the GoFood ecosystem, merchants will gain access to a variety of technological innovations and growth solutions, from efficient promotional tools to financial support programs, all designed to help them scale up their businesses.

Beyond technology, GoFood also provides community-driven support for online culinary MSMEs via KOMPAG, a dedicatd platform for learning, sharing and networking. One of its flagship initiatives, Pojok Belajar GoFood (GoFood learning corner), has expanded from eight to 24 cities across the archipelago, enabling more merchant partners to access training, mentorship and peer collaboration opportunities.

KOMPAG mentor Didit Helditia, owner of Nasi Kuning Roemah Naskoen, looked back on how the onboarding process had evolved since he first joined in 2017.

“Back then, registration had to be done in person at the Gojek office. Even uploading menus required assistance from the [on-site] team,” Didit recalled.

“Now, everything can be done directly from your phone. Signing up for GoFood takes just a few minutes and a few taps,” he said.

Didit also shared how his business grew with GoFood’s support, even during the pandemic: Nasi Kuning Roemah Naskoen not only survived the economic fallout from COVID-19 but expanded, increasing its workforce 50 percent, with online orders making up 90 percent of its revenue.

“We believe that Indonesia’s culinary MSMEs hold great potential,” said Ganguly.

“Through the Maju Bersama GoFood initiative, we want to reaffirm GoFood's commitment to helping MSMEs elevate their businesses through an inclusive, comprehensive and sustainable digital ecosystem.”

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