Millennials and Generation Z have become the main consumers, Indonesia's Tokopedia launches a new plan!

Millennials and Generation Z are the main forces in Indonesia . These young generations have great consumption potential , and e-commerce is developing rapidly, which is one of the reasons for the rapid growth of the digital economy in this region.

According to the 2020 Central Statistics Bureau (BPS) census, the population of Generation Z, born between 1997 and 2012, reached 75.49 million, accounting for 27.94% of the total population ; the millennials, born between 1981 and 1996, reached 69.9 million, accounting for 25.87% of the population.

As one of the largest e-commerce companies in the region , Tokopedia has come up with a strategy to attract more millennials and Generation Z. “ This new trend has encouraged Tokopedia to launch new initiatives,” explained Ekhel Chandra Wijaya, Tokopedia’s senior director of external communications. One of Tokopedia’s initiatives to attract the younger generation is to partner with Korean superstars ( K-Pop) to become brand ambassadors.

The results of the survey show that K-Pop stars have a huge market and high traffic over the past decade . Ekhel Chandra Wijaya continued , Tokopedia became the first company in the world to work with two global superstars from South Korea at the same time.

In addition to this, Tokopedia also held various events. For example, you can get up to 50% coupon discounts through games and streaming , which can be used in online ngabuburit in the Tokopedia Selamat package . Users can also play the Egg Harvest game on the Tokopedia app to get various interesting products , discounts , etc.

To make it easier to meet customers’ daily needs, the Tokopedia platform offers various cashback and flash sales . Some time ago, Tokopedia also broadcasted the chess match between Dewa Kipas and Irene Sukandar and live-streamed it on social media , breaking the record of 1.2 million viewers .

Through these various initiatives and campaigns , Tokopedia is visited by more than 100 million Indonesians every month . Unfortunately, Ekhel Chandra Wijaya did not disclose the percentage of millennials and Gen Z on the platform .

“We see an almost equal number of male and female consumers , with a diverse group of new users visiting Tokopedia every month,” said Ekhel Chandra Wijaya .

Tokopedia has not only come up with various programs to support the business, but has also launched educational programs targeting the younger generation. Ekhel Chandra Wijaya said the Tokopedia Corporate Social Responsibility (CSR) team has partnered with Zenius Education and Filantra Foundation to organize a volunteer program .

Millennials

Tokopedia