Indonesian Telemarketer and TV Infomercial Maker Takes the Hard Sell into E-Commerce

An Indonesian telemarketing and TV infomercial company DRTV Corporation is now expanding its business line into e-commerce via its new venture, Fastworld.co.id. The website, which was started at the end of 2011, sells six categories of imported products: fashion, beauty, health, fitness, household, and gadgets.

During the Fastworld soft launch earlier this month, the company also announced a partnership with Mandiri Bank to offer integrated online payments on the new e-commerce store, as well as installment payment options there. Fastworld has partnered with payment gateway Dokupay to offer payment options like COD, bank transfer, and credit card.

Ricky Soesanto, the Fastworld business development general manager, shared a few notable numbers regarding the company’s business:

• There are around 300 products sold on the site, with 80 percent from the beauty and household categories.
• The company has 25,000 active members who are considered repeat customers. This is out of a total of 172,000 members who have made at least one purchase from the site.
• 70 percent of the website’s customers are female, between the ages of 26 to 40 years old.
• The volume ratio of the sales made from the website’s shopping cart and telemarketing is 30:70.
• The site receives around 2,000 to 3,000 visits everyday.
• Fastworld also sells its products on 65 other e-commerce sites such as BliBli and Tokopedia. This kind of cooperation accounts for 70 percent of the company’s total revenue.

Currently, Fastworld has another website theFastworld.com, but the company decided to move onto an Indonesian domain and make it its primary home. Ricky said that the move was to make the company look more domestic. Fastworld is now having a year-end sale called “Boom Yes” in which all items are being discounted up to 50 percent until January 15th.

Looking ahead to 2013, Ricky said that they are gunning for a growth rate of 100 percent. In the new year, the company is planning to build a mobile version of its site, as well as mobile apps. It also hopes to add more partnerships with other e-commerce sites, possibly as many as 100. In addition to selling its own products, Fastworld is also open to selling products from other vendors.