Shopee

● Heavy promotions, value-added services >>> implementing massive promotions for both
ends (sellers and customers)
● Shopee Feed: Personalized favorite product lists for customers
● Shopee Live Chat: Built-in messaging tool.
● Shopee Live: Livestream feature that allows sellers and buyers to engage directly.
● Shopee Mall: Exclusive marketplace for official brands and top sellers.
● Shopee University: Provide courses and tutorials for sellers to improve sales.
● Shopee affiliates program
● Games, lucky draws >>> increase customer engagement
● Daily check-in
● Disc without minimum purchase, or free stuff for new user
● garansi harga murah uang kembali 2X lipat
● Shopee recognized this by creating many value-added services to enrich its users'
buying/selling process. (customers realize the values offered by the platform and make
repeated actions)
● Instead of focusing on advertisements, Shopee managed to capture customers through various
campaigns, for promotions from free shipping, and discounts, to flash sales all year round.
● Shopee also added an interactive marketing strategy called "Shoppertainment" to increase
traffic and enhance engagement in the platform. This feature includes streaming events,
in-app interactive games, and Livestream events usually hosted by local influencers and treats
viewers with giveaways such as Shopee coins or products from participating brands.
● interactive marketing strategy >> "Shoppertainment"
- Improve traffic dan engagement di platform.
- Including: streaming events, in-app interactive games, and Livestream events dan
biasanya diselenggarakan oleh influencer lokal.

Tokopedia
● Tokopedia Academy
- has resources like courses and boot camps with a range of topics from technology,
data, and product development.
● During pandemic
>> marketing campaign focusing on “staying home, staying safe, and getting goods delivered
to them directly.”
- caused consumers to engage more in online shopping to purchase their goods
- helped companies use the media to create a brand for themselves as either
“quick delivery services” or “have it all stores”.
● Personalized approaches, analyzed and understood the different phases of the customer
onboarding process, and constructed campaigns, messages, and push notifications through
various channels
● Localization strategy
- focused on online and offline marketing
- campaign “MAKER FEST” (curated marketplace for small businesses to showcase
what they sell in eight cities in Indonesia) >> gained a lot of media attention and
encouraged merchants to use the platform for their operations.
● Similar with other:
- Tokopedia Feed >> Personalized favorite product lists for customers
 - Live shopping >> Livestream feature that allows sellers and buyers to engage
directly.
- Undang untung (referral)
- Daily check in, Disc or free stuff for new user (with minimum purchase)
- Interactive games Tokopedia seru ( panen telur, tap tap kotak, misi seru
- Tokopedia affiliates program >> promotional feature with no upfront capital that can
reach marketing further
● WIB (waktu indonesia belanja)
● Kupon kilat >> claim jam 12 siang dan 12 malam
● Misi anti bokek

Lazada
● Focus >> acquiring a large new customer base, generating higher revenue (?)
- google adwords
● Target outclassing share >> raise or lower their offers up to a predefined most extreme
expense per snap to help their advertisements “outclass” those of others
● Lazada Share pocket (referral)
● Lazada Feed >> Personalized favorite product lists for customers
● LazLive >> Livestream feature that allows sellers and buyers to engage directly.
● Try and buy
● Interactive games >> Coin tree, LazPark Voucher bingo

Bukalapak
● Campaign kota mapan
● Zona pengguna baru >> Voucher gratis ongkir, discount, cashback
● Zona hadiah >> roda rejeki, nabung diskon
- serbu seru >> mostly electronic goods (improve traffic and engagement?)

No Marketplace Strategi Iklan Promo

1. Tokopedia Discount Brand Ambassador Gratis ongkir,

cashback, disc dll

Service experience center Walk in

2. Shopee Push and pull strategy Advertising and Irit selangit (gratis
campaign ongkir), cash back
extra, gratis ongkir
extra, dan flashsale.

3. Lazada Public relation Advertising, sales Disc, cashback,

promotion, website voucher

4. Bukalapak Trend Advertising seluruh Gratis ongkir, disc,

media, BA cashback, bazar, flash
deal, kupon undian
hadiah, end year sale