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Tika assessed that the trend of OFD services generally grows along with the new society habit of online transaction, especially since pandemic. As more people use OFD, it grows the market for all players, especially GoFood, which also contributes to the business growth of GoTo, its parent company.
JAKPAT also found that most of their respondents are employees (57%) and students (46%). When divided into each demography, employees mostly use GoFood as its preferred app. As employees have had their financial independence, GoFood can expect more sustainable transaction compared to students.
Recently, Tenggara Strategics also released the survey results, titled Survey of Perceptions and Behavior of Online Food Delivery Consumption in Indonesia. The result also echoed similar finding that GoFood becomes the champion with the largest transaction value and the most downloaded application. The survey involved 1,200 respondents.
In 2021, the total Gross Merchandise Value (GMV) of Indonesia’s online food delivery reached 78.4 trillion rupiahs, in which 39% of the total value or equivalent of 30.65 trillion rupiahs came from GoFood. GoFood is the largest contributor to Indonesia’s OFD GMV.
The Economic Research Lead Tenggara Strategics, Stella Kusumawardhani, explained, that GoFood wins in many factors that drive consumers’ decision and interest in OFD services. “Indeed, GoFood's dominance is quite large. For example, from awareness, the gap is far from ShopeeFood and GrabFood,” she disclosed.
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Not to mention from the number of transactions, downloads, and several other factors. “Of 12 aspects, GoFood wins in 10 of them. So it’s very dominant,” she continued.
From the research results, Stella assessed the price factor is very influential in making consumers choose this service. However, the price alone is not enough to win the competition in this industry.
“All right. The price is one of the consumers considerations. But it’s not the only one, and not all consumers are that sensitive to prices,” she explained.
If pricing is done simply to win the competition and done by giving a lot of promotions, that may create negative impact to the OFD industry. “The industry wants a sustainable business. It's not good to make great promotions all the time, although everyone knows that the price is very tempting. But don’t focus on it all the time,” she advised.
Especially after this pandemic, the OFD industry is growing and owns a fairly high positive impact to the economy growth. Since the growth space still very large, the industry sustainability needs to be maintained.
“Therefore, this sector, in my opinion, needs to be considered. Because it’s still going to develop. It needs to be supported. Because there is a big role of OFD services to carry out digitalization efforts continually, including for SMEs (Small Middle Enterprises),” Stella added.
