Build a Business-Specific Ecosystem, Bhinneka Works on B2B2B Market

The pioneer of the Bhinneka e-commerce site revealed that it is deepening its focus by working on a new segment of b2b2b, the goal is to continue to be a player b2b e-commerce at the forefront of Indonesia. This change in focus has only occurred since the beginning of October and in the future there will be a lot of development of their main site.

GM of Acquisitions Bhinneka Shri Prabu Adityawarman explained, the company's goal in making this decision was because it wanted to create a comprehensive business ecosystem. Everyone can do business by selling and buying products to and from Bhinneka.

"Most [e-commerce players in Indonesia] play in retail, but we focus on business. So remember want to do business, want to sell or buy, remember Bhinneka," he explained to DailySocial.

Through this b2b2b concept, between merchant can buy each other's products in the ecosystem. For example, there is a company that sells services training in Bhinneka, they can buy gadgets for office needs through Bhinneka as well.

Not only providing information technology products, Bhinneka also explores new categories in order to reach all aspects of corporate and SME needs, such as MRO (maintenance, repair, overhaul) and services for employee training, financial consulting, market research, interior design, education, and so on.

"We want all types of merchants to be able to enter because the potential for MSMEs is huge. So we try to focus on that too, no play in big corporations."

In the next phase, after many merchants from various categories enter, Bhinneka will create products bundling which is exclusively available on their platform. Another added value, merchants can connect with fintech partners, such as Home Credit, Kredivo, and Credit Plus for business capital assistance.

Prabu said that currently the company has 500 thousand consumers, around 40 thousand of whom are b2b consumers. They come from various industries, such as manufacturing, IT, startups, universities, pharmaceuticals, FMCG, and many more.

Bhinneka also has a strong presence in B2G, providing LKPP e-catalog procurement for the government. In serving these consumers, the company provides dedicated account manager.

Claimed monthly revenue from b2b grew significantly from January 2013 to June 2018, which reached 369% with a total SKU of more than 450 thousand units.

Currently the average monthly user to the Bhinneka website reaches more than 5 million people. As many as 3,5 million people came from the application, the rest from the desktop. Their closest competitors include Ralali, Bizzy, Mbiz, Indotrading, monotaro, and Appearance.