E-commerce has been a crucial part of the Indonesia's economy development. The trend of online shopping has been going on and embodied in people’s everyday life. Tokopedia, as the first and biggest e-commerce in the country, has been able to create a one-stop solution platform. This case study aims to explore and discuss the marketing strategy, especially in terms of the digital approach which contributes to Tokopedia’s successes. The data will be gathered from an in-depth interview with the company’s representative and secondary sources. In this study, the platform design, marketing approach, challenges as well as future plan of the company will be discussed.

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