Heaptalk, Jakarta — A social commerce startup, Supermom, has broadened its reach in the archipelago by affiliating with about 25 Singapore brands to penetrate the Indonesian market to unlock tremendous opportunities devoted to Indonesian mothers in obtaining additional income as an influencer who trades Supermom’s partner product, generally known as the Key Opinion Mom (KOM).
This expansion endeavor was marked by a three-day kick-off event in Jakarta from November 17-19, 2023. The agenda is business-oriented, with B2B and B2C schemes to match Singaporean brands with compatible Indonesian partners. This business meeting offers various opportunities, spanning talent search, product development, retail distribution channels, and marketing collaboration.
Co-founder and Group CEO of Supermom, Luke Lim, delivered, “This initiative is a win-win solution for Singaporean brands and Indonesian parents in amplifying good relationships, which is expected to open up new opportunities. By encountering brands and local partners and involving the Key Opinion Moms network, we will continue to build an ecosystem that supports business growth.”
As is well known, the surge in e-commerce is driven by an internet penetration rate of 73.7% in Indonesia, along with many families shopping online for childcare needs. Apart from that, existing health programs in Indonesia also have the potential to increase the demand for maternal and infant care solutions. The company views this factor as the attractiveness of the Indonesian market, which is expected to be profitable.
Moreover, the startup perceived that the country that President Jokowi leads is the primary market for childcare product brands, with a population of 270 million and the highest birth rate in Southeast Asia, reaching 17.04 per 1,000 population. Upward economic trends also drive the country’s growing middle class. This trend has the potential to increase demand for family-focused brands.
In this business enlargement move, Supermom has involved numerous Singapore brands, including Her Velvet Vase Pte Ltd, AMC Environtech Pte Ltd, Elite Care Pte Ltd, Kino Biotech Pte Ltd (Kinohimotsu), Cheryl W Pte Ltd, Sustainable Famillie Trading Pte Ltd, Cori Innolab Pte Ltd, Flexiconcepts Pte Ltd (Trusty Care), Good pharma Dermatology Pte Ltd (Suu Balm), Skin Inc Solutions Pte Ltd, Science Ventures Learning Hub Pte Ltd, Heyhi Pte Ltd, Lollababy Pte Ltd, Bluetree Academy Pte Ltd, DreamUs International Holdings Pte Ltd, and others.
Apart from focusing on market penetration, Supermom’s strategic expansion will also focus on community development and capacity by unlocking employment devoted to Indonesian mothers to obtain additional income through its service on the platform. Participating brands will be introduced to Supermom’s Key Opinion Moms network, paving the way for targeted marketing and real consumer engagement while providing mothers with income through their authentic content.
