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Aruna Indonesia: From Selling on Marketplaces to Owning the Customer Relationship

Shopify Development

The Challenge

Aruna Indonesia, owned by Marito, an alumnus of Indonesian Idol, had built its sales entirely through third-party marketplaces. That meant no direct customer data, no control over the checkout experience, and margins eroded by marketplace fees and algorithm dependence.

Our Approach

We framed this as a business ownership problem before it was ever a technical one, every sale on a marketplace is a sale the brand does not fully own. The go-to-market decision was to build an independent channel that could eventually reduce that dependence, not replace marketplaces overnight but give the brand a foundation it controlled. We built a full Shopify store from the ground up, designed around Aruna's actual product catalog and customer base, giving the brand its own checkout, its own customer relationships, and its own data for the first time.

The Outcome

From Renter to Owner The brand now owns its checkout, customer data, and pricing, no longer entirely dependent on marketplace platforms and their fees.

A Direct Customer Relationship For the first time, Aruna Indonesia can reach and remarket to its own customers, instead of relying on marketplace algorithms.

A Channel Built to Scale The store is a foundation the brand can grow on its own terms, not one shaped by a third party's rules.

Aruna Indonesia went from selling entirely through marketplaces to owning its own sales channel, its checkout, its customer data, and its pricing, giving the brand direct control over its business for the first time in its history.

From renter to owner starts with the right strategy. Let's talk about yours.

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