Indonesia’s e-commerce scene is getting interesting. Big players from global companies are entering Indonesia one after another while local e-commerce start-ups launch and compete to gain market share in this, the fourth largest nation in the world. One local startup named HijUp.com has just entered this crowded scene but is targeting a niche market: Muslim women.
HijUp, which stands for Hijab Up (it sounds like Make Up or Dress Up), is Muslim fashion online marketplace, where designers can display and sell their collections. People can browse fashionable hijab, dresses, and accessories, then buy them online.
Products sold on HijUp.com are designed by top Muslim fashion designers, as well as young designers from all over Indonesia. Diajeng Lestari, HijUp.com’s founder, says:
This portal is a showcase for the talented Indonesian Muslim fashion designers to show their best products. Moreover, they can sell their collections online.
HijUp.com plans to expand its business into the global market; they hope that Indonesia can become the world center of Muslim fashion. Currently, however, some parts of the website are still in Indonesian language and at present the site only supports payment through Indonesian bank transfers.
Indonesia is the most populated Muslim country in the world with 86.1 percent of more than 245 million Indonesians (based on CIA The World Factbook). With more than 1.8 billion global Muslims, marketing experts say that many Western companies have failed to appreciate the unique needs of Muslim consumers. Knowing the behavior of Muslim consumers, HijUp.com has a very promising future.
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