The term “Rome was not built overnight” may be precisely pinned on the travel industry’s technology startup homeland. Why not? At the same time, the magnitude of the industry, which has been filled by a startup with a valuation range of a decade back, has apparently a lot of stories and interesting moments that are not so important that we can see them. At the same time, we can understand that over the course of a decade, startups in Indonesia have been diverse and innovative. Like what?
Early development of the era of the 2010s: the outbreak of the dotcom bubble and the rise of the e-commerce ecosystem

In the post-dotcom bubble, the digital industry in Indonesia tried to play in the realms of consumer and social as well. Some names of startups born in this era we can still see today, such as Unity (e-commerce early phase), Kaskus (social commerce), classified ads (Tokobagus, trade, OLX), and group buying platforms like Disdus and Groupon.

Although the digital economy is relatively “young,” several local startups in this era dare to shine in the eyes of investors and global technology entities. This was demonstrated through some important moments that may still be remembered well. Call it the achievement of significant funding of the largest local community site, Kaskus, by Global Digital Prima (GDP) Ventures. Not to mention the story of “affection” between Somersault and Yahoo! (albeit with a short shelf life), and also the growth of the Disdus business in the eyes of East Ventures, which also led to the acquisition of Disdus by Groupon (online shopping market leader for global hotel deals in his time).
All the sweet stories bring us into the era called “the new era of e-commerce”, where in recent years the players in new e-commerce started to born one by one. Starting from the presence of the group Rocket Internet network (Zalora and Lazada), as well as the establishment of Tokopedia and Bukalapak, which began to build a reputation and promising traction,

A ten-year Indonesian startup industry Transparency
That situation eventually prompted some startups that support the ecosystem of e-commerce (and also support digital businesses more), as well as the service payment gateway pioneered by Veritrans (now Midtrans), to the presence of service price comparison (e-commerce aggregator) like Finger Enliven ecosystems,
The diversity of startup businesses is getting richer with innovation.

By the mid-2010s era, a local startup industry was increasingly crowded and filled with a variety of new startup-focused services presented on a variety of platforms, ranging from on-demand services, fintech, OTA, and SaaS.
Gojek became one of the startup pioneers in the realm of on-demand. Its rapid growth made Gojek reach the status of “unicorn” in 2016. As online transactions grow, digital-based financial services also begin to appear one by one with a business model that is varied, ranging from e-wallets to micro-lending to financial service aggregators.

In this era of soaring having fun lifestyle. The situation became the momentum of the key players in the OTA platforms as Traveloka (valued unicorn in 2017), and to gain a foothold in the arena of digital economy of Indonesia.

Not to forget, another innovation from the SaaS platform is also emerging in this era. Having previously said that SaaS platforms are identical to the enterprise market (B2B), startups like Moka, Talents, and also MTarget are known to target the SME sector.

Entering the era of the 2020s, ecosystems are more mature and “need” digital transformation.
At the end of the era of the 2010s, the local startup ecosystem more firmly began to play a role as facilitators for the benefit of digital transformation. For example, a lot of startups are present to support o2o (offline to online), which is believed to provide opportunities for businesses to reach a wider market, such as that done by Moka, WarungPintar, and also Wahyoo.

Not to mention an emerging startup in the “new economy” class that is closely related to technological approaches such as Fore Coffee, Coffee Memories, HAUS!, and the like. Some even managed to attract investor capital to the value of big funds.
Conventional shift towards digital realm is well represented by startups that carries EdTech services. In this era many startups that emerged carrying the world of education through technology solutions such as RuangGuru, Zenius, HarukaEdu, etc. Attendance varied startup as well as coloring when in the era of 2020s, the industry startup homeland has had 1 startup valued “decacorn”, 5 “unicorn”, and 27 startup labeled “centaur”.
In early 2020, the startup ecosystem in Indonesia was also affected by the pandemic COVID-19. The challenges facing diverse Not a few startups.

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