Ecommerce has grown rapidly in Indonesia over the last few years. Nonetheless, McKinsey reports that 70% of online spending occurs in the country's four largest metropolitan areas: Greater Jakarta, Bandung, Semarang, and Surabaya whilst penetration into rural areas remains low due to obstacles such as limited internet access, a sizeable unbanked population, and high logistics costs. As consumers in these areas are generally less familiar with online shopping, they rely more heavily on social interaction to influence their purchasing decisions.
Consequently, an effective approach in these markets is often through the concept of social commerce, where physical goods are purchased and sold via social media platforms such as Facebook, Instagram, and WhatsApp, and then settled via a different payment method. With over 170 million of its people connected online, Indonesia is well-placed for the development of this commercial channel and McKinsey has predicted social commerce will grow from $3 billion in 2017 to $25 billion in 2022, representing around 38% of Indonesia's $65 billion online commerce GMV.
PT Setiap Hari Dipakai, or Evermos, is a Bandung-based social commerce platform focused on Muslims. Arip Tirta, Ghufron Mustaqim, Ilham Taufiq, and Iqbal Muslimin founded the company in 2019 to address issues they saw in the retail market, both online and offline. They recognized that locally produced goods frequently pass through an excessive number of wholesale layers before reaching end consumers. At the same time, online retail does not always guarantee a pleasant shopping experience, with issues in areas such as return policies. The team identified that resellers, through the use of social media, could be one solution to these issues.
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