Edho Zell, founder of Social Bread
Jakarta, IO – Numerous businesses have transitioned to the digital realm; however, there are still many other enterprises with little digital sales experience; they struggle to significantly boost their sales. Most MSME businesses (UMKM) find it hard to develop their businesses online, owing to a lack of human resources, expertise, and skills to manage and optimize their digital marketing.
“Social Bread is inspired by the multitude of business owners and UMKM in Indonesia with limited resources, expertise, and skills in managing their social media accounts necessary to grow their businesses,” explained Edho Zell, Founder of Social Bread, during an interview with Independent Observer on Friday, March 1, 2024.
Social Bread was founded during the pandemic in 2020, when Edho witnessed his fellow businessmen being forced to shift their businesses online, from stores they owned at the mall.
“We provide solutions for MSME businesses to manage their social media accounts at affordable prices. We have two programs: social media accounts managed by Social Bread’s content creators, and live shopping by our live shopping streamers,” he explained.
To date, Social Bread manages around 120 content creators and live streamers, and helps organize 250 local brands monthly. “We are targeting reaching 5,000 MSMEs in all five cities. Social Bread’s head office is located at The Breeze BSD City, and we endeavor to spread our branches throughout different cities, including Bandung, Semarang, Bali, and Surabaya,” Edho added.
Edho expects that Social Bread will assist MSME businesses across Indonesia, particularly since the world has become increasingly digital, with escalating e-commerce interest. “We wish to help MSME businesses gain more online sales and be able to compete with larger-scale businesses,” he emphasized.
He predicts that Indonesian businesses will mirror the trends of live commerce and content commerce, as seen in China. “China has developed their live shopping streamers significantly. Live shopping streaming is a recognized profession encouraged by the Chinese government, and I believe Indonesia will follow suit,” he added.
China’s way of shopping has significantly influenced the interest and trends in Indonesia. The trends in e-commerce content creation are massive, with high sales driven by video content and live shopping.
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Social Bread provides regular classes for MSME businesses to learn about e-commerce content creation. Edho believes that MSMEs should develop their businesses online, by drawing their consumers’ attention to the most popular online social media platform: TikTok. Holding the highest traffic, TikTok engages 13 million active users to use the platform for selling or only enjoying its features.
He shares some tips for MSME businesses looking to develop e-commerce content, such as creating content and building followers before attempting to perform their first live shopping. Live shopping should be conducted consistently for 2 hours every day. “So, you must create content first, tell the story of the business and its products, and follow the latest trends. When you have reached hundreds of followers, then you can try to promote live shopping as an alternative,” he explained. (eka)
