Why Sell Food Online?
Products You Might Need
* Affiliate links — you can help support KulinerBDG by shopping through them
The online food business is one of the most promising business opportunities today. It requires relatively little capital, can be done from home, and the market is huge. Especially after the pandemic, ordering food online has become part of the Indonesian lifestyle.
1. Choose the Right Menu
This is the most crucial step. Choose a menu that: lasts a long time (can be shipped without spoiling quickly), is easy to package (won't easily spill or get damaged), has a good profit margin, and of course, tastes GREAT! Examples of menus suitable for online selling: dry cookies, frozen food, bottled sambal (chili sauce), chips, frozen cireng (fried tapioca dumplings), and frozen dimsum.
2. Calculate Costs and Selling Price
Don't just pick a random price! Calculate all costs: raw materials, gas, electricity, packaging, shipping (if covered by the seller), and platform fees. Ideally, aim for a profit margin of at least 30-50% of the selling price. Example: if production costs are Rp 15,000, sell for at least Rp 22,000-25,000.
3. Attractive and Safe Packaging
Packaging is the first thing customers see. Investing in good packaging is worth it! Use food-grade packaging, add a brand sticker, and make sure the food stays safe during shipping. For frozen food, be sure to use a styrofoam box and ice gel.
4. Mouth-Watering Product Photos
In the online world, photos are everything. You don't need an expensive camera — a phone with a good camera is enough. Food photo tips: use natural light (near a window), use a clean background (wood or marble), and shoot from a 45-degree angle or overhead. Edit slightly for brightness and contrast.
5. Choose the Right Platform
There are many platforms for selling food online: Instagram and TikTok (for branding and viral marketing), WhatsApp Business (for direct orders), Shopee and Tokopedia (marketplaces), as well as GoFood and GrabFood (food delivery). Ideally, use a combination of 2-3 platforms.
6. Effective Marketing Strategy
For beginners, start with free strategies first: post regularly on Instagram (at least 3 times a week), create behind-the-scenes content of your cooking process, ask buyers for reviews, and offer a promo for first-time purchases. Once things start to stabilize, you can try Instagram Ads or micro-influencer endorsements.
7. Consistency in Taste and Service
This is the most important thing for the long run. Make sure the taste of your food is ALWAYS consistent — use a recipe with precisely measured ingredients, don't just eyeball it. Reply to customer chats quickly and kindly. Handle complaints professionally. Satisfied customers become free marketing through word of mouth!
8. Business Legality
For the long term, take care of your business legality: PIRT (Home Industry Food Production license) from the Health Department, halal certification from BPJPH (free for small businesses/UMKM), and NIB (Business Identification Number) from OSS. This will boost customer trust and allow you to get onto major marketplaces.
Start Small
Don't think too big right away. Start small — make samples, give them to friends and family for honest feedback, refine your recipe, then start selling. No business succeeds overnight — what matters is staying consistent and continuing to learn. Good luck!
