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Indonesian mobile e-commerce platform Sale Stock today launched a new partnership with messenger platform LINE in a media event in Central Jakarta. Apart from launching the new partnership, they also introduced two new features which are a credit card payment system and an AR-based “changing room.”

“Chatting remains key enabler for Sale Stock customers to shop, which is why we partner with LINE,” said Adilla Diningsih, VP of Marketing Sale Stock Indonesia, during the event.

LINE users’ profile, which consists mainly of female users (45 per cent), are seen as the perfect target audience for the business.

According to Dhyoti R. Basuki, PR Director of LINE Indonesia, Sale Stock was also the first in Indonesia to implement a one-on-one chat feature to shop.

This is strongly related to online shopping culture in Indonesia itself, which is characterised by three distinctive features: Heavy use of cash and bank transfer (only 1.4 per cent of Indonesian adults own a credit card, according to World Bank Global Findex), use of social media platforms such as Instagram and Facebook for SMEs as a channel to promote their products and connect with audiences, as well as demand from customers for direct interaction through customer service officers.

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In general, Southeast Asia is seeing a rise in the use of chatbots as a means for brands to interact closely with their audiences, as Southeast Asian customers –including Indonesians– tend to be more comfortable communicating with customer service officers via chat messengers, compared to self-browsing.

As for the AR-based “changing room” itself, it will be installed in various shopping malls in Jakarta. Users will be able to try on the clothes available on the Sale Stock platform, and continue to purchase it straight from the machine.

Sale Stock Indonesia was founded in 2014, and is considered as one of the fastest growing e-commerce startups in Indonesia. It provides imported, local, and in-house fashion collection for women, and is looking to launch children’s collection.

The "changing room" demo

The “changing room” demo