Case Study

Gojek: Merging with Tokopedia to create a super platform

7 pages
September 2021
Reference: IMD-7-2301

GoJek has often been ranked among the most innovative companies in Asia. GoJek, established in Indonesia in 2010, started out as a call center for consumers wanting a “motorcycle taxi”, had developed into a super app including various functions such as food delivery, ride hailing, payment, delivery service etc. In 2020, Gojek merged with Tokopedia, the country’s e-commerce leader, and became even bigger.

Learning Objective
  • Local incumbents win with localization
  • Focus on key countries rather than trying to reach as many as possible
  • Watch out for ever larger super apps.
Application Development, Market Leadership, Expansion, Technology Management, Service Delivery, Platform Strategy, eCommerce, Digital
Gojek, Information Technology, eCommerce, Logistics and Supply Chain, Transportation, Consumer Services, Services
Published Sources
© 2021
Available Languages
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