ANALISIS PASTEL DAN STRATEGI DIFERENSIASI E-COMMERCE BLIBLI.COM

Abstract

The growth of e-commerce in Indonesia, which is becoming increasingly competitive, requires every platform to adopt strategies that go beyond price wars. As one of the major players, Blibli has chosen differentiation as its main strategy in building its identity. This analysis shows that Blibli’s differentiation is reflected in various aspects, ranging from products, services, technology, and branding to user experience. Blibli emphasizes product authenticity with the 100% Original label, strengthens customer service through omnichannel features such as Click & Collect, and develops its internal logistics with Blibli Express Service. Its integrated ecosystem with tiket.com and Ranch Market also adds value in creating a comprehensive and premium shopping experience. Compared to competitors such as Shopee, which focuses on promotions, or Tokopedia, which is strong within the GoTo ecosystem, Blibli places greater emphasis on quality, authenticity, and consistent services. This demonstrates that differentiation strategies not only build a premium image but also increase customer loyalty by ensuring a more reliable and exclusive experience. With this approach, Blibli aims to position itself not merely as a marketplace but as an integrated lifestyle ecosystem.