Yunindita Prasidya

The Ken, Staff Writer • SEA Edition

Based in Bali, Dita writes about Indonesia’s growing digital economy, including how technology is shaping the lives of young Indonesians and impacting traditional industries. She was previously a reporter at The Jakarta Post.

20 Articles published

Top Comments by Yunindita Prasidya

Bank Jago's profitability dance with GoTo and P2P lending partners

Hi Navin, thanks for leaving a comment. I've checked and the number is correct. It's 13.6% as of September this year. Perhaps, for clarity's sake, the figure is for the first nine months of 2021. (We featured this in the chart.) For the third quarter alone, it's 16.3%. On the second point, I do agree with you. All the cashback programmes and other incentives given by digital banks may work to a certain extent, but there is also the likelihood of people still keeping the majority of their money in the bank they already trust. Would be interesting to see how—and whether—this will change in the near future.

Yunindita Prasidya

The many forks in the path to become Indonesia’s first social commerce unicorn

Hi Tirthadeep, thanks for your comment. That’s a good point you brought up. I also had the same question when working on this story but decided to leave that part out because it’s probably worth exploring in a separate article. But to address your question—as a disclaimer, this is mostly my personal take although some insights are based on the interviews I had—the video commerce model has yet to take off in Indonesia because: 1.) Building a video commerce platform from scratch is a lot more tricky compared to building a reseller or a group-buying platform. How do you curate the content? How do you make the livestreams relevant to buyers so that they actually make purchases? I’m not saying these are impossible to crack, but a platform with a robust ecosystem of buyers and sellers already in place has a better chance of rolling out a video commerce feature compared to a startup just starting out. In this story, I decided to focus on the newcomers. 2.) It’s important to note that Indonesia’s e-commerce adoption is significantly lower than that in China. In China, around 50% of all retail sales happen online, whereas in Indonesia, less than 10%. That means that even if an e-commerce platform decides to introduce the livestream feature, we’re not going to see sales like the ones we see in China, and that putting aside the difference in population size between the two countries. 3.) If the goal is trying to penetrate into tier-2 cities and beyond, social commerce startups have a better likelihood of success with the other two models—the reseller and group-buy. In areas where the population’s disposable income is significantly less than that in metropolitan areas, people may not gravitate toward livestream purchases to begin with as the simple act of watching the livestreams itself may take up too much of their data/phone credit. That said, I do notice several brands experimenting with livestream sales on their social media page. It’ll be interesting to see which e-commerce or social commerce platform will venture into this space in the future. Do let me know if you’ve noticed any interesting developments :)

Yunindita Prasidya

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