How Bukalapak’s new growth hacker COO plans to bring the startup through winter

Indonesian ecommerce startups are facing a chillier climate these days. Image credit: HBO.

When I caught up with Willix Halim last week, he’d just settled into his new office.

“I flew into Jakarta on Saturday, started work Monday,” he said, looking a little pale.

Willix is the new COO of Bukalapak, Indonesia’s second largest online marketplace. He’s also one of the many Indonesians who chose to migrate to Australia for better education and career prospects. He’d been there for 14 years.

Now, the tables have turned. Opportunities in Southeast Asia are luring the Indonesian diaspora back home.

Willix doesn’t have a typical COO profile, but he could be exactly the person Bukalapak needs right now. The roughly six-year old startup operates in a competitive environment and has less funds available than its closest rival Tokopedia.

Growth mindset

Willix Halim, new COO at Bukalapak. Photo credit: Bukalapak.

Willix earned his chops at Australian startup Freelancer. Having joined the startup five years ago, he saw it go through an impressive international expansion. It listed on the ASX in 2013.

Willix’s title at Freelancer was VP of Growth. It put him second in command at the company.

“The CEO gave me so much trust,” Willix says. “I had more functions than growth, for example product and talent management. It means everything in the company supports growth. The responsibility I have at Bukalapak now is roughly the same.”

I don’t like the smell of money burning.

“Growth” and the related term “growth hacking” is one of those words startup folk like to repeat like a mantra.

What it really means is this: Spend money where it matters.

Shifting away from paid ads

Getting through winter