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E-commerce platform Tokopedia unveils new feature for parents

Jean Cabico - March 17, 2021

Jakarta, Indonesia – Indonesia’s e-commerce company Tokopedia has recently launched Tokopedia Parents, a special ecosystem in the platform where parents can browse essential products and obtain relevant content relating to households.

The new feature was inspired by the increase in transactions in the Mom & Baby and Kids’ Fashion (MBKF) category on Tokopedia, which reached almost double throughout 2020 compared to 2019 transactions. The Home & Living category likewise jumped more than twofold during 2020, according to the platform. 

For the new Tokopedia Parents, the platform has collaborated with Indonesian actress and pop singer Chelsea Olivia to be its brand ambassador and help bridge parents and communities.

Commenting on her ambassadorship, Olivia said that Tokopedia Parents helped her as a parent to find various inspirational activities as well as daily necessities that can support family activities during the pandemic.

“My partner and I need to build effective communication patterns to keep a positive environment at home. In doing activities with our two children, my partner and I also have to be more creative so that they don’t get bored,” said Olivia.

Indra Yonathan, the vice president of Tokopedia, shared that Tokopedia Parents is a form of Tokopedia’s commitment to ‘#SelaluAdaSelaluBisa’ in providing the widest possible stage for business activists in related industries, especially local MSMEs, in order to adapt in the midst of a pandemic.

“On the other hand, parents can get a number of other added values ​​through Tokopedia Parents that can make shopping for family needs safer and more economical. There are also webinars, talk shows, and discussion forums for the parent community to share information and experiences with a number of inspiring speakers,” said Yonathan.

Meanwhile, Ir. Prijadi Santoso, M.Si, the assistant deputy for Improving Family Participation, Ministry of Women’s Empowerment and Child Protection (Kemen PPPA), also commented, “We appreciate Tokopedia’s initiative in presenting Tokopedia Parents. This is in line with KPPPA’s commitment to supporting the resilience of Indonesian families, especially in the midst of a pandemic. The hope is that every parent can get easier access to various information and education, from parenting to maintaining health.”

To celebrate the launch of Tokopedia Parents, the platform recently held a ‘Tokopedia Parents Online Fair’ campaign, last 10 March 2021, where it gave shoppers a number of offers, including discounts of up to 90% from various business activists such as local MSMEs.