Cutting Corners
Monday, August 2, 2021
Bukalapak’s finances are improving. The company is not yet making profit but is curbing its losses by lowering marketing cost.
BUKALAPAK evidently has a way of pursuing growth that is starkly different from its two competitors, Tokopedia and Shopee. Over the last two years, Bukalapak has practiced self-restraint in its marketing and consumer acquisition.
For example, Bukalapak did not cast international superstars in their commercials. While Tokopedia and Shopee enlisted two popular South Korean K-pop groups, BTS and Blackpink, Bukalapak instead drafted Indonesian celeb
...
Subscribe to continue reading.
We craft news with stories.
For the benefits of subscribing to Digital Tempo, See More