launches mobile app

  • The first business-to-retailer (B2R) e-commerce platform
  • Aims to add more product variety and expand distribution network launches mobile app


INDONESIA-based pioneer business-to-retailer (B2R) e-commerce platform (IDMARCO) launched its mobile app on March 21.

IDMARCO position itself as a wholesale FMCG e-commerce player that build platforms and an efficient distribution network to serve shops, houses, and individuals who buy in large quantities.

“Our users find it easier to shop and browse through a mobile phone than a desktop. So, we revamped our website and launched a mobile app to ease the transaction,” said vice president marketing and business development Regan Dwinanda.

Set up in 2017 under brick-and-mortar company Salim Group, IDMARCO provides a variety of products from food, beverages, household items, cooking ingredients, hygiene products, and goods for moms and kids.

In a year, Regan says that IDMARCO achieved good traction with more than 1,300 stock points (warehouses), serving 5,000 customers in Java and West Nusa Tenggara. Today, they cover 90% of nation.

“Our customers are very loyal and carry out repeated transactions because they will sell the products again and we offer a free delivery service.”

Regan adds that IDMARCO uses internal delivery parties and that’s why customers choose their services over others.

Statista shows that retail e-commerce sales as a percent of total retail sales in Indonesia reached 3.1% in 2017.

Regan explains that other e-commerce platforms or marketplaces usually serves end-users, but IDMARCO exists to complete the supply chain.

“Most e-commerce players focus on the B2B or B2C markets, but I think that B2R is the ‘untouched’ part of the market, that’s why we choose to focus on this.”

Users have to purchase a minimum of 300,000 rupiah (US$22). The order will then be registered to the nearest stock point, processed and delivered in a maximum of one to two days.

IDMARCO also offer various payment gateways for its customers including bank transfers, credit card, online payment, instant credit solutions, Indomaret (convenient store), and cash on delivery.

“We realised that 70% of our customer prefer the cash on delivery method to pay for their products. It is because these small shops generate transactions mostly by cash.”

In terms of products, IDMARCO gets 80% of its products from Indofood (under Salim Group) a major Indonesian company involved in the food industry.

“The price will be affordable because we sell the products at wholesale prices.”

In the future, Regan says that his company will work on a variety of products and expand the network to Kalimantan and Sulawesi.


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