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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.

arsip tempo : 171926810773.

The Bukalapak office in Jakarta, October 2019. Tempo/Tony Hartawan . tempo : 171926810773.

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


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