1. Startups

Do "Cross-Selling Platform", GoFood Service Now Available on Tokopedia

In the early stages, GoFood in the Tokopedia application can only be enjoyed by users in the Jabodetabek area

GOTO announced the availability of GoFood services in the Tokopedia application. In the early stages of launch, only GoFood can be enjoyed by Tokopedia customers in the Jabodetabek area, then gradually rolled out to other cities.

Strategy cross-selling This is a follow-up step between Gojek and Tokopedia, previously the two companies integrated the Gopay Coins loyalty service, after successfully bringing the financial and logistics ecosystem into the Tokopedia application.

In the official statement submitted GOTO today (11/8), Tokopedia customers can enjoy a variety of favorite culinary menus from merchant GoFood choice easily. Even for merchant GoFood, they can increase the number of transactions in line with the wider access to consumers through Tokopedia.

Quoting from the Southeast Strategics research published in June 2022, GoFood is the most remembered online food delivery service provider (top of mind) consumers. On the other hand, based on the results of LD FEB UI research, which was announced at the end of last year, it was stated that the income of GoFood MSME partners in 2021 on average increased by 66% compared to the previous year.

Director and Head of Food and Indonesia Sales & Ops GoTo Cathrine Hindra Sutjahyo said, this innovation is the first step of a synergy strategy in the GoTo ecosystem, by expanding access to customers, partners, and merchants on platforms that are incorporated into the ecosystem.

"Development of GoFood services at Tokopedia is the first stage in presenting a more pleasant experience for consumers in exploring GoFood's culinary variety through Tokopedia. We hope that the presence of GoFood on Tokopedia can increase customer convenience in accessing the best services from the GoTo Group [..]," said Cathrine.

Director and Head of Marketplace GoTo and CEO of Marketplace Tokopedia Anthony Wijaya also gave his statement. He said the Food and Beverage category continued to be one of the best-selling categories on Tokopedia during the pandemic. The presence of GoFood services on Tokopedia can enrich users' choices in fulfilling culinary needs, without the need to switch applications.

"With this service, Tokopedia hopes for synergies in the ecosystem" GoTo Group can further empower local MSMEs in the midst of national economic recovery efforts," he said.

At this launch stage, the GoFood service on Tokopedia can be enjoyed by Tokopedia customers in the Jabodetabek area. Furthermore, this service will be further developed and expanded to reach customers in various regions.

GoFood services at Tokopedia can be accessed via widget displayed on the main page of the Tokopedia application (version 2.188 and later for iOS, version 3.182 and later for Android) which can be updated or downloaded.

The experience offered is not much different, such as when consumers order food through an application Gojek. Consumers only need to visit the restaurant page through the main page of the GoFood service on Tokopedia and search for the food they want.

Then, consumers click "Order" on the desired food and set the complement to the desired food. Next go to the page checkout and choose the payment method as desired, just like shopping on the Tokopedia marketplace. Orders will be processed when payment is received.

GoTo investment in cross-selling platform

Previously, GoTo President Director Andre Soelistyo said that there were three priorities that were the main focus of the company going forward, namely quality and sustainable business growth, focusing on acceleration and company profitability, and increasing platform synergy in the ecosystem.

To achieve profitability, Andre said the company will continue to improve operational efficiency and increase monetization as a source of income. The ecosystem synergy he means, combining the three platforms (on-demand, e-commerce, and fintech) to provide added value for partners and consumers.

More, strategy cross-selling between these platforms is a form of ecosystem synergy, including GoPay and consumer financing products to the Tokopedia platform, the launch of the GoPay Coins single reward point system, and experience enhancements. hyperlocal by integrating Tokopedia with the logistics fleet on-demand Gojek.

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With this strategy, according to Andre, GoTo was able to record a brilliant performance in the first quarter of 2022. Gross revenue growth in the first quarter of 2022 reached 53% yoy, higher than the growth in gross transaction value (gross transaction value or GTV) by 46%.

Adjusted EBITDA loss decreased by 14 basis points to IDR 5,4 trillion compared to the previous quarter (Q4 2021) of IDR 6,2 trillion. This figure reflects a downward trend in losses due to better monetization efforts of the company and optimization of expenses.

“In Gopay Coins we will invest a lot so that later it becomes a one unified loyalty because now user Gojek and Tokopedia are users of GOTO. This step will be a form of our investment in products that can help us accelerate the completed mission multi-platform users. So the impact, the more Gopay users, the faster it has an impact cross-selling platforms. We will keep adding tools supporters," concluded Andre.

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