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Battle of the superapps: GoTo vs Sea in Indonesia

The e-commerce market is worth more than $100 billion in Indonesia this year, and the e-commerce arms of two superapps – GoTo and Sea – are going head to head for no. 1 position in the hearts, minds, and wallets of Indonesia’s consumers. GoTo’s Tokopedia started with a big advantage, but Sea’s Shopee is closing fast. How did Tokopedia relinquish such a big advantage, and what is it doing to fend off the challenge? Although both superapps boast a number of digital services, the main bus