Tokopedia’s ‘Hyperlocal’ initiative has had a positive impact on local business activists in Indonesia. Pempek Cek Dung and the Palembang Cracker Factory are examples of authentic Palembang online culinary sellers who have experienced a surge in profits thanks to this initiative.
“Tokopedia’s Hyperlocal initiative aims to invite people to shop from the nearest seller while encouraging more business activists in Indonesia, especially local MSMEs, to drive the regional economy through the use of technology,” said Head of Regional Growth Expansion (RGX) Tokopedia Trian Nugroho in a written statement, Friday ( 11/6/2021).
Pempek Cek owner Dung Devi Indriyani started her business in 2014 using only makeshift kitchen utensils. It offers a variety of quality pempek variants made from cork fish. Since the beginning of the pandemic, Devi has innovated by starting to rely on digital platforms such as Tokopedia to market products.
“Every month, nearly 400 packages are sold through Tokopedia. With the increase in sales during this pandemic, we are grateful to be able to add three special employees to handle packaging, so that our turnover can reach around Rp. 40 million at Tokopedia every month,” said Devi.
Through Tokopedia, Devi feels that her business has been greatly helped in terms of marketing to a wider area, such as Jabodetabek, Pontianak to Bali. In addition, Tokopedia helps Devi see market trends to innovate, one of which is by making other variants of pempek, such as pempek prawn, pempek vegan, pempek without MSG, pempek mozzarella to pempek mercon.
“Digital channels like Tokopedia have had a tremendous impact on our business. We hope that other local business activists can continue to create opportunities and play a role in preserving the archipelago’s culinary arts through Tokopedia,” concluded Devi.
Photo: Doc. Tokopedia
Meanwhile, the owner of the Palembang Cracker Factory Ayub Antonius admitted that it was difficult to find work in the midst of the pandemic. It also encourages him to create opportunities through the use of technology.
With a capital of only Rp. 200,000, he opened a shop at Tokopedia named ‘Palembang Cracker Factory’ in March 2020 and sells almost all types of Palembang crackers. Through this effort, Ayub helps home-made cracker producers in remote areas gain access to more buyers through the use of technology.
“There are so many cottage industries in Palembang that produce crackers. Some live on trails and even forests,” he said.
By cooperating with these cracker producers, Job indirectly also empowers local fishermen.
“These producers take fresh ingredients for making crackers, such as fish and squid, from fishermen in Bangka Belitung,” said Ayub.
Job also carried out various strategies to increase sales. Starting from presenting more variants of crackers, creating promos to actively participating in campaigns on Tokopedia, such as Palembang Indonesia Shopping Time (WIB) and Tokopedia Nyam.
Now Job is able to earn a turnover of up to Rp 100 million per month. On the other hand, the products produced by home-made crackers producers who collaborated with Ayub can now also be enjoyed by buyers from various regions in Indonesia, including Jakarta, Bali, Kupang and even Papua.