Tokopedia supports the development of local MSMEs so they can increase sales with technology. One way is through the Hyperlocal Initiative.
Of the many products that have increased sales through the Tokopedia Hyperlocal Initiative, one of them is food and beverages.
"During the 2022 period there was an increase in food and beverage transactions carried out by users who are domiciled in the Province of D.I. Yogyakarta by 1.5x compared to 2021," said Head of the Public Relations Division (Regional) Tokopedia, Rizky Juanita Azuz in a written statement, Monday (30 /1/2023).
"Tokopedia hopes that through the hyperlocal initiative it presents, it can encourage MSME activists, especially in Yogyakarta, to have the courage to start and develop a business through the use of technology," continued Rizky.
One of the increasing food and beverage products is the Space Roastery. This MSME that hooked local farmers succeeded in forming a community and advancing coffee in Indonesia because of its sales with Tokopedia.
General Manager of Space Roastery, Slamet Kurniawan, revealed that at first this business faced many challenges. Including the limited information about coffee suppliers.
"For this reason, we have started to actively join various coffee forums on social media and have even become the initiators of the Home Brewers Indonesia community which was formed in 2018," said Slamet.
Furthermore, through the community, Space Roastery can work with hundreds of farmers and several coffee suppliers from various regions, such as farmers from Gayo and Lintong, North Sumatra.
Another challenge that must be faced by Space Roastery is the increasing number of similar products on the market. To overcome this, Space Roastery is consistent in presenting product innovations.
"To be a differentiator, we also continue to innovate products regularly. We release at least 2 to 3 new products every month, ranging from coffee beans, merchandise and other forms of coffee products such as packaged drinks," said Slamet.
Another innovation from Space Roastery is making 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 preferences.
To expand market share, since the beginning Space Roastery has used digital channels such as Tokopedia.
"We take advantage of various features of Tokopedia 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 through 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 coffee products that are popular in DI Yogyakarta are packaged coffee and ground coffee. Areas with popular coffee product transactions are in Bantul Regency, Sleman Regency, Yogyakarta City, Gunungkidul Regency and Kulon Progo Regency. Meanwhile, at the sub-district level, they include Banguntapan (Bantul Regency), Depok (Sleman Regency), Umbulharjo (Yogyakarta City), Ngaglik (Sleman Regency), and Sewon (Bantul Regency).