The Journey of Marketplace Ecosystem - The Story of Tokopedia
Tokopedia, an Indonesian e-commerce unicorn, has reshaped Indonesia’s business and digital ecosystem. How does Tokopedia approach the customer journey to achieve such feats?
At a glance
Founded
2009
Sellers
10 million
as of 2021
Monthly Users
100 million
as of 2021
Revenue
US$ 562.1 million
FY2022
Abstract
Tokopedia, an Indonesian e-commerce unicorn, has become a key player in the country’s digital commerce sector since its founding in 2009. Tokopedia's growth stems from its innovative approach, combining hyperlocal strategies with advanced technology to create seamless experiences for both sellers and customers.
This case study explores Tokopedia’s customer-centric strategies, such as geo-tagging for localized shopping and high-profile brand endorsements with global icons. It also examines the challenges Tokopedia faces in Indonesia’s complex geography and its use of digital innovation to overcome logistical barriers. The case delves into Tokopedia’s strategies and prompts solutions to its challenges in the ever-evolving digital 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.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).