GroupM builds ecommerce muscle with Tokopedia partnership

GroupM has struck a partnership with Tokopedia that will allow it to offer its clients preferential pricing and access to the Indonesian ecommerce site's marketing solutions.

It claims it is first agency network to strike such a partnership in Indonesia, and comes hot on the heels of a similar partnership it struck with Southeast Asian ecommerce site Lazada in early June.

Being first will allow GroupM to offer clients preferred access to new inventory and exclusive benefits on advertising and promotions, including Tokopedia Festive Campaigns such as the upcoming Tokopedia 11th Anniversary campaign in August 2020, the agency said.

Tokopedia will teach GroupM agencies Mindshare, MediaCom, Wavemaker, Essence and M/Six how best to leverage its marketing solutions and tools, like TopAds, so they can offer their clients an end-to-end ecommerce solution that covers strategy to performance marketing, off and on the platform.

In turn, GroupM will drive more clients to spend on Tokopedia.

The Tokopedia partnership will be managed by the GroupM Commerce Indonesia team, which is led by Jennifer Marquet-Béraud.

Tokopedia has more than 90 million monthly active users and a 25% market share in Indonesia, making it the most visited ecommmerce site in the country, according to iPrice data.

Himanshu Shekhar, CEO of GroupM Indonesia, said the agency is "bullish about accelerating the growth of eCommerce together with Tokopedia and our clients".

"Given the impact of COVID-19, we see eCommerce as a key pillar in stimulating more demand, and helping not just our clients, but also the economy," Shekhar added.

Kevin Mintaraga, Tokopedia’s Vice President, commented: “We are excited to form a partnership that combines Tokopedia’s expertise in understanding eCommerce’s data centric consumer behaviour and end-to-end marketing funnel from generating awareness to converting purchases, with GroupM’s vast variety of clients, strong market knowledge and understanding of customer insights, media planning, and Return of Advertising Spend (ROAS) driven marketing. Through this partnership, we will help brands to drive growth on their online sales, while ensuring we deliver the best possible ROAS to the brand."