How can we suggest the right restaurant/menu to satisfy their cravings among the 41 million menus that we have? How can we keep things efficient, minimizing the number of clicks that stand between a user and their dinner. How can we simplify things so they can order their food while multitasking - staying on top of the other things that life throws at them (think of those valuable five minutes between meetings, helping kids with homework, pajama parties that need a middle of the night boost of martabak).

We had realized that there was a significant number of Tokopedia users who were not using GoFood and this was the perfect opportunity to show them what they were missing.Rather than trying to “force” these users to use GoFood directly, if they are already comfortable with the Tokopedia app (its flow, UI/ UX, etc), why not deliver a GoFood experience right to their digital front door, where they already transact.

99% of GoFood merchants are micro and small businesses (MSMEs) and the most difficult thing for any MSME is accessing customers.

Introducing GoFood to Tokopedia means our merchants have a presence on Indonesia’s largest e-commerce marketplace without lifting a single finger.

They too don’t care about the user’s point of entry, they only need to focus on providing the best quality of food within the shortest possible preparation time.

It is our job to focus on bringing them as many orders as possible and increasing access to customers, not theirs.

This integration between GoFood and Tokopedia involves linking the Tokopedia front end system with GoBiz, the merchant platform where GoFood merchants access order, content and promo management. This is critical to our merchant partners since one of their key pain points is training (and retraining) their staff on how to use/ manage online delivery platforms. This approach allows merchants to be present in another source of demand, without any additional resource or incremental cost.

It is our continuous problem statement to think of ways to improve their livelihoods by bringing more orders and income-earning opportunities to them.

Over the past two and a half years, the pandemic has hit everyone, particularly drivers quite hard, and we have constantly worked to find ways to compensate for the overall ride hailing industry contraction.

which is aligned with two of our company values to “empower the small” and “put customers first”.

Generative AI’s Act O1

The TikTokization of Everything

Sonya Huang • Generative AI’s Act Two