Implementation Of E-Commerce Marketplace B To B At The Center Rice Market

Abstract

The Center Rice Market is a market that functions as a commodity terminal and main distributor of rice as a staple food. The Center Rice Market was built with the aim of increasing the efficiency of the rice market transaction process and shortening the supply chain, price transparency and logistical constraints. Indonesia has the Cipinang Center Rice Market and the Surabaya Center Rice Market. Currently, the buying and selling process at the Center Rice Market still takes place in a traditional manner, where sellers, in this case rice producers, deliver the rice directly to the rice center market. Kompas 15 June 2024, rice producers as rice sellers cannot go directly to wholesalers but must go through brokers. On average, brokers get a service fee of IDR 50/Kg of Rice. In the digital era, to enhance price transparency and logistic efficiency, The Center Rice Market can implement digital marketing using information technology by developing a digital e-commerce base on marketplace BtoB. Currently the majority of Indonesian people including rice producers already use the internet and are accustomed to shopping online. Retailers or wholesalers in The Center Rice Market are also mostly urban communities who are accustomed to using the internet. Food Station enterprice for example has the opportunity to become an e-commerce base on marketplace operator for the Center Rice Market. Actors directly involved in the implementation of E-commerce base on Marketplace BtoB for the Center Rice Market are rice producers, wholesalers, retailers, operators, payment gateways and logistics services. The obstacles in the implementation of E-commerce base on Marketplace BtoB in The Center Rice Market are: how to get customer trust, especially for small-scale rice producers, the high competition between sellers and also between wholesalers, dependence on marketplace operators and lack of digital knowledge.