Enablr Launches "Echo", Social Commerce Platform for MSMEs

Aiming to provide integrated services for MSMEs, the Enablr platform e-commerce enablers launch "Echo". To DailySocial.id, CEO of Enablr Yohan Christian said, Echo is a community-based platform that prioritizes buying group buying.

Launched in 2020, Enablr has been the platform used by large companies such as Sinar Mas to Garuda Food to meet distribution needs. Enablr itself was founded by Yohan Christian (CEO), Ronny Senjaya (CFO), Jupiter Zhuo (CTO), and Sandi Wijono (CMO).

"In the past two years, Enablr has grown a lot. When it first entered the service E-commerce We want to create a technology that makes it easier for business actors to sell on the internet E-commerce by releasing the platform omnichannel. Thus, business actors do not need to open every marketplaces, only in one platform," said Yohan.

Seeing the huge potential in the service E-commerce and it's still there gap which is quite large between large companies and MSME actors in managing their business, is one of the reasons Enablr is interested in providing integrated services to MSME actors.

"This is what made us decide to launch Echo. MSMEs in Indonesia currently need to be assisted with platforms that are in accordance with consumer culture and values, by adopting a new model. community group buying, said John.

Menurut report DSInnovate, group buying is one of the social commerce business models that is gaining popularity in Indonesia. Apart from Echo, there are currently a number of startups that are also playing in this area, such as Grupin, Kitabeli, CrediMart, to Mapan.

Potency social commerce in Indonesia is also quite large, it is estimated that this year's market capitalization of the business will reach $8,6 billion. It is projected to grow at a CAGR of 47,9% to generate a value of $86,7 billion in 2028. Draft social commerce can also bridge gap those in tier 2 and 3 cities, as a user base that has not been fully optimized by players E-commerce previous.

Pandemic and technology adoption

The pandemic has directly changed consumer habits when purchasing products online online. If you used to be shopping offline there is still a lot to do, but the pandemic has accelerated shopping activities online even more massive. They are no longer just selling products, they must also be able to carry out campaigns, promos, and other activities with the aim of reaching more buyers.

"We see great potential but many challenges are faced by business people. The acceleration of technological change and changes in shopping activities among consumers due to the pandemic are being faced by many MSME players. They must now also think about content, implementation, supply chain, customer service, to data processing," said Yohan.

Echo with concept community group buying is expected to be able to compete by mobilizing the community owned by each MSME actor to then take advantage of Echo services and technology to adopt their business independently online.

The shopping experience presented by Echo adheres to the principle social commerce. Consumers can shop together with their closest relatives, relatives or family to get many benefits, such as attractive discounts and of course much cheaper prices.

"What Echo gives is technology, we provide a platform so they can make it campaign with concept community group buying put forward demand driven. Consumers will buy first pre-order together. With this concept, MSME actors can get orders that are clear in number and will result in more competitive prices," said Yohan.

Currently the Echo platform is still under the auspices of Enablr and is supported by their internal team. But in the future, Echo will be separated from Enablr and build their own ecosystem according to their respective communities.

The monetization strategy launched by Echo is, by charging a fee per transaction at a competitive price. This is what is then claimed to distinguish the Echo from the platform marketplace in general, most of which charge a commission of up to 10% for each merchant.

Fundraising plan

To expand marketing activities, Echo also makes it easy for each MSME actor to spread their campaign links to various social platforms. In the future, Echo also has plans to develop each MSME actor microsite which can be customized. Currently, they have presented a dashboard that can be accessed on the website and mobile web.

For the types of MSMEs that Echo glanced at, among them were MSME actors who had home-based businesses in the form of frozen food, cakes, and baby food. Those who have the potential to develop a business but have obstacles in terms of financing or capital, are MSME actors who are then ogled by Echo.

"In the future we also want to enter the market for organic products, such as hydroponics and fresh products," said Yohan.

Currently, the service area that is still the company's focus is the Jabodetabek area. In the future, within the next year, it is expected to be able to reach more people in residential areas up to tier 2 and tier 3 cities.

In order to accelerate business growth, Echo has plans to conduct an early-stage fundraising once the platform is fully rolled out. The fresh funds will also be used by the company to build a more perfect organization.

Currently, the company continues to do development as it goes on. Activities such as seller acquisitions are increasingly being carried out by them. For the next few months, it is expected to reach 1000 MSMEs in Jabodetabek.

"Judging from the culture of the Indonesian people who like to do activities together, we have created a shopping ecosystem like in Echo. A collective online shopping solution that can provide many attractive benefits, both for sellers and consumers," said Yohan.