Specialty marketplace for electronic goods



Launched in 2022 Delivered under 3 months


In 2010, Bukalapak was founded by Achmad Zaky Syaifudin, Muhamad Fajrin Rasyid, and Nugroho Herucahyono. Bukalapak was founded based on the concern of small merchants who had difficulty adapting in the internet era so it was created as an e-commerce marketplace that helps millions of MSMEs in this country to go online. In 2021, PT Bukalapak.com Tbk. (IDX:BUKA) begun a new chapter as a listed entity after conducting an IPO. It was memorable for being the largest tech IPO in Indonesia, raising a total of Rp21.9 trillion.

Since 2010, the company has progressed from an e-commerce platform to expanding ecosystem of general marketplace, online to offline and specialty verticals, focusing on non-Tier 1 areas of Indonesia. The company conduct its business primarily through the Bukalapak and Mitra Bukalapak platforms, which offer a unique value proposition at scale in Indonesia covering all market segments across all channels, including online and offline marketplaces. One of the company’s main business is Mitra Bukalapak, which is launched to support small business owners and traditional mom and pop kiosks compete with modern retailers by enabling them to offer additional online services such as bill payments and prepaid mobile service top-ups, as well as connecting traditional kiosks directly with consumer goods distributors to disrupt traditional supply chains. The company serves both online and offline marketplaces with 120 million users and 19 million MSMEs (micro, small & medium enterprises).

Challenges & Requirements

The digital commerce segment is projected to reach $67.3B in 2022, growing from $21B in 2019. To capitalize on strong online consumer trends, Bukalapak wants to capture an offshoot segment: overall, electronic products have higher purchase pricing and margins relative to other goods types. Customers of such goods typically do more research before purchase and already know exactly what they wish to purchase.

GOATS, a speciality marketplace built for digital electronics goods, was Bukalapak’s e-commerce initiative to win this market. Their hypothesis is that a single-seller marketplace allows buyers to search and purchase electronic goods with greater ease and convenience. Behind the scenes, all product inventory was still sourced from merchants and other third parties unknown from customer’s point-of-view.

Part of the complexity lies in accounting for various differences in key attributes within electronic goods. These variants include different memory or storage size, standard or limited edition colors or quality of new vs. used. The solution needs to enable multiple product variants under a single parent grouping. These attributes affect pricing, searching accuracy and overall customer experience. The product management module needed to be flexible and robust. Standardizing for attributes, GOATS aggregate all merchant offers and display the cheapest price from any seller of each product.

As with most e-commerce projects, we also offer standard features such as shopping cart, checkout, payment gateway integration, and third-party logistic (3PL).

Solutions & Outcomes

Delos knows that a strong and scalable solution is critical to scale modern businesses such as e-commerce. To serve Bukalapak’s 110 million users and 15 million MSMEs, the underlying systems of GOATS have been designed and built for performance and reliability from the start.

To leverage efficient and industry best practices in our work, we use the latest and modern software stack such as Golang, Typescript, ReactJS, PostgreSQL. In addition, our choice and use of (Google) cloud computing allows for any team to instantly scale up computing alongside any demand increase from customers. We built our system

The project scope can be broken down into three areas: 1. Enterprise core system. 2. Web app for buyers. 3. Enterprise web app for internal teams. The enterprise core system powers both apps via JSON REST APIs.

All system and applications are fully customized. At the end of project delivery, all codebases and cloud infrastructure were handed over to Bukalapak’s technology team for further business continuation.


Google Cloud

Key Features

Digital Onboarding

Only customers with verified mobile numbers are allowed to order from the app. Agreement on terms & conditions are also done online, no sales representative needed.
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