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
Type Published Sources
Copyright ©IMD 2021
Language English
Order this case study

Reference: IMD-7-2301

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