Profile, Problems, Future Challenges, and Str...

Profile, Problems, Future Challenges, and StrategicRecommendationof E-Commerce Company: A Study of Tokopedia

Author Name : Kurniawan

ABSTRACT

The growth of the e-commerce industry is actually getting faster amidst the slowing pace of the Indonesian economy. Moreover, most of the e-commerce business players in the country are small and medium-scale enterprises (SMEs). The potential of the e-commerce industry in Indonesia cannot be underestimated. There are approximately 93.4 million internet users and 71 million smartphone users in Indonesia. The British research institute, Merchant Machine, stated that Indonesia is ranked first in the category of ten countries with the fastest-growing e-commerce in the world

PT. Tokopedia is one of the players in the Indonesian e-commerce industry that carries a marketplace and online mall business model. Tokopedia is one of the largest e-commerce companies in Indonesia which continues to develop an online business to become an extraordinary service entity to its consumers. Tokopedia has a vision to "Build a better Indonesia through the internet". The mission of Tokopedia is to continue to strive to provide opportunities for every individual in Indonesia to start a business easily and for free on Tokopedia. Tokopedia has 3 main values ​​as the main pillars, which are commonly referred to as 3 DNA Tokopedia, namely focus on consumers, growth mindset, and make ithappen, make it better.

Tokopedia has faced two serious problems, Data leakage and Survive in Pandemic COVID-19. These two problems can be developed well by Tokopedia by relying on 3 Tokopedia DNA. Tokopedia, which has a transformational leadership style, will continue to spur Nakama to stick to the Growth Mindset. Future Challenges that can be faced by Tokopedia are 1) how to maintain a work culture that refers to the growth mindset of Nakama so that it will continue to serve consumers excellently and sustainably, and 2) How can Tokopedia better facilitate the potential of Nakama, which is dominated by millennials to be more optimal in providing the services that customers need.

Keywords: MSMEs, E-commerce, Tokopedia, Millennials, Strategic