Bukalapak - To Overcome or To Succumb as One of the First Movers
As one of the first movers in Indonesia’s e-commerce landscape, Bukalapak empowered countless local small businesses - warungs. Can being the pioneer in a rapidly evolving industry lead to unintended disadvantages?
At a glance
Registered Partners
Over 16.8 million
(as of March 2023)
Registered Users
Over 130 million
(as of 2022)
Industry
E-Commerce Marketplace
Founded
2010
Abstract
Bukalapak pioneered Indonesia's e-commerce sector, focusing on empowering local warungs – small family-owned shops crucial to the country's retail economy. Founded in 2010, the company modernized these businesses through digital tools for inventory management, payments, and loans. Its Mitra Bukalapak initiative bridged traditional retail with digital solutions, transforming warungs into tech-enabled hubs. However, Bukalapak's first-mover advantage also brought challenges, as competitors like Tokopedia and Shopee refined their strategies and captured market share.
This case study examines Bukalapak’s evolution, leadership transitions, and strategies to stay competitive. It explores key challenges, including data breaches, operational inefficiencies, and financial sustainability, while assessing CEO Rachmat Kaimuddin’s role in promoting digital inclusivity. Designed as a problem-solving case, it encourages learners to analyze Bukalapak’s impact on micro, small, and medium enterprises (MSMEs), its responses to external crises, and the strategic decisions needed to navigate Southeast Asia’s dynamic e-commerce landscape.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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