Entering Digital Market, 70 Percent Sales Of SMEs Batik Shiroshima Coming From E-commerce

Batik entrepreneur Shiroshima Dian Nutri Justisia Shirokadt (central) when he told the story that he started a batik business in 2019. (Photo: Mery Handayani/VOI)

JAKARTA - The COVID-19 pandemic has spurred the acceleration of digital transformation in all sectors, including micro, small and medium enterprises (MSMEs).

Business actors inevitably have to switch to digital to stay strong.

This was also done by the Batik Shiroshima MSME. This MSME from Yogyakarta has succeeded in changing its business manager based on digital.

Batik Shiroshima entrepreneur Dian Nutri Justisia Shirokadt said he started the batik business in 2019.

His batik business also developed, in January 2020 this brand was present at five department stores. However, the presence of the COVID-19 pandemic in March 2020 hit his business.

Dian admitted that he was looking for various ways to make his business survive. This condition prompted him to enter the digital market or e-commerce, Shopee Indonesia.

Dian admits that it is not easy to adapt, but he continues to learn to understand the e-commerce work system.

Furthermore, Dian said, learning how to market so that customers believe Shiroshima products are good. In fact, he is also very selective in choosing photos to be displayed on his sales ethelage. This step was taken to minimize customer complaints. As a result, now 70 percent of the product sales come from e-commerce.

"During the pandemic, we upgraded ourselves. What customers wanted. Now thank God our sales in e-commerce reached 70 percent," he said when met at the Textile Museum, Jakarta, Friday, September 30.

Since joining Shopee, Dian has admitted that he has been helped in reaching wider consumers throughout Indonesia, including young people.

"As a new brand, I feel very helpful with e-commerce platforms like Shopee. With a large customer base, I can reach wider consumers and strengthen Shiroshima brands," said Dian.

Not only targeting the domestic market, but Dian has also succeeded in selling his products abroad through the Shopee Export Program.

In fact, 15 percent of its total production is devoted to export share.

The export destination countries include Malaysia, Singapore, Thailand, the Philippines, and Vietnam.

Thanks to the wider market and more orders, he is now able to hire up to 30 batik cap craftsmen and write in Lendah, Kulon Progo.

"If you do it yourself, breaking into the international market is not an easy thing, especially for new brands like Shiroshima. There are many processes that I have to go through, of course it drains time, energy and material. With the Shopee Export Program, I feel that my steps have been made easier to enter the international market, and now I am proud that Shiroshima can greet buyers in five countries in Southeast Asia," said Dian.