Moselo Strategy Sharpens Position as a Creative Product Marketplace Platform

More than two years ago, Moselo crowned himself as marketplace creative products and handmade after pivot from previous business as app chat commerce. This belief has been successfully proven by the overall business growth from year to year.

In a joint interview DailySocialMoselo CEO Erwin Andreas explained that statistically his service has more than 200 thousand registered users, with monthly active users (MAU) in the range of 65 thousand people. In addition, the merchant the so-called "Moselo Experts" now number more than 5 thousand merchant. They are spread across various categories, ranging from art & collectibles, fashion & accessories, handicrafts, creative services, bouquet flowers, hampers, skincare, homemade food, and so on.

“Both consumers and merchant both come from five big cities, namely Jakarta, Bandung, Yogyakarta, Surabaya, and Bali. Meanwhile, the consumer profile consistently targets women (70% of the total population) user), with user range between 18-40 years old, middle to upper economic class,” he explained.

As a marketplace niche who plays on the product handmade, Moselo did a lot of community empowerment which was initiated through the program merchant development sustainable. Erwin admitted that the program was more intense, especially during the pandemic because the company wanted local creators who joined to continue to develop and not be left behind with conditions on the ground.

In addition, marketing promotion strategies are also carried out Moselo. However, Erwin considers this strategy not the only one to compete in the market. “We don't see it as burning money, and while Moselo also has various promotions, we don't see it as the only main way to compete. As vertical marketplaces, we are more concern with community empowerment.”

Feature development

So that more companies agile, Erwin revealed earlier this year the company made a number of adjustments that were more directed towards practice day-to-day business and focus more on marketing and business to improve the consumer experience.

This step was taken, because in his monitoring the external situation was very dynamic and market behavior was very fluid. “So the Moselo team is required to be more adaptable to the situation. Business planning becomes more agile, so much Yago's defensive effort to analyze highly dynamic market behavior.”

The impact of this strategy is timeline product development has been adjusted to be reviewed based on its priorities. Strategic development will be postponed temporarily, and prioritize development that focuses on improving customer experience and enhancing features to support marketing and business needs.

There are two features that have been released by the company, namely integration with ShopeePay to accommodate alternative payment methods and the Expert Updates feature that allows merchant do self-promote in the Moselo app. "This year there have been no permanent feature additions, but there are some gimmick feature specially displayed to support user experience in a few campaign special."

Regarding the raising of new funding, Erwin said that currently there are several potentials that are being discussed internally. So far, the company has received funding from angel investors with anonymity. It also ensures runway for this year is already safe.