Ref: IMD-7-2301

Case study

Reference: IMD-7-2301

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Gojek: Merging with Tokopedia to Create a Super Platform

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”, which 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.
Keywords Application Development, Digital, eCommerce, Expansion, Innovation, Market Leadership, Platform Strategy, Service Delivery, Service Management, Strategy, Technology Management
Settings Asia
Gojek
2010-2021
Type Published Sources
Copyright ©IMD 2021
Language English
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Reference: IMD-7-2301

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