Case Study: Tokopedia achieves 60% improvement in first-month user retention with MoEngage

Tokopedia improves first-month user retention by 60% using MoEngage

Tokopedia, Indonesia’s largest online marketplace with over 75 million active users, faced a high first‑month churn problem—nearly 60% of new users uninstall within the first month. To boost activation and lower churn, Tokopedia partnered with MoEngage and adopted MoEngage Flows to build an integrated onboarding strategy that targets newly acquired app users across channels.

MoEngage implemented automated, cross‑channel onboarding journeys (Install→Register→Add to Cart→First Purchase→Repeat) using push, email, SMS, in‑app messaging and ad retargeting to deliver timely, contextual messages. As a result, Tokopedia achieved a 60% improvement in first‑month user retention and a 20% uplift in first‑purchase transactions among new users.

Tokopedia

Holy Theodore

Senior Digital Marketing Strategist