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Shopdeca gets sporty with launch of specialist estore, Sportdeca

Nov 17, 2014

Shopdeca gets sporty with launch of specialist estore, Sportdeca By Enricko Lukman at 6:10 pm on November 17, 2014 Follow @enrickoman Even though Indonesia has seen numerous ecommerce shops popping up over the past few years, none have really won it yet in the sports category. This is a market that’s worth up to Rp 10 trillion (US$819 million) for its active wear products, according to Andreas Thamrin, co-founder of Indonesia-based ecommerce startup Shopdeca 1 . That’s why he’s launched a new, specialist estore called Sportdeca . Sportdeca currently has 500 items up for sale, covering sporting gear like shoes, clothing, and accessories. Thamrin says that the team expects to get up to 1,000 products on offer by mid-December and is open to the idea of selling other sporting products like supplements and fitness equipment in the future. Sportdeca’s competitors in Indonesia include Sportkita and . The latter is a brick-and-mortar chain that recently launched an estore. Andreas says the startup is trying to differentiate itself from competitors by providing different products, as well as by doing more user engagement. By the time Sportdeca strips its beta status next year, the site will offer advice to users about which kind of sporting goods to buy via its blog. The team plans to release videos to educate Indonesians on the differences between various sports shoes and why some of them are more expensive than the others. “People don’t buy what you sell, but they buy why you sell it”, explains Sportdeca co-founder Rama Dhonanto. He hopes that by giving more value to users like by helping them understand more about their sporting gear, they’ll have more affinity to Sportdeca for future purchases. See: 18 popular online shopping sites in Indonesia (2014 edition) Halting his startup to join Sportdeca Dhonanto was previously running his own startup called Ovenue, which wanted to become a marketplace for event venues in Indonesia. Ovenue was one of the finalists at Indosat’s Ideabox accelerator program . Having lived in New Zealand for nine years, Dhonanto tried his luck by immediately jumping into the tech startup scene on his return to Indonesia in 2013, but he found it tough to generate sales and difficult to educate venue vendors about his new startup’s system. In the end, Dhonanto decided to halt Ovenue due to its fairly new business model and his own unreadyness as an entrepreneur. It was during this time that he talked with Thamrin, who was planning to build a sporting ecommerce store. “I love the commerce world and I love sport,” says Dhonanto. The duo clicked and managed to soft launch Sportdeca in just three weeks. Dhonanto believes that Sportdeca has a more proven business model and with Thamrin, Dhonanto has a better mentor to guide him this time around. Andreas says Shopdeca now has 5,000 products for sale. The team recently expanded to Singapore through the acquisition of women’s fashion estore Eriiin . So far, the Singapore venture is contributing less than 10 percent of Shopdeca’s revenue. Disclosure: East Ventures invests in Shopdeca and Tech in Asia. Read our ethics page for more information. ↩ Editing by Steven Millward

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