Ecommerce template for Indonesian D2C Template ecommerce untuk D2C Indonesia · v 1.0 · 2026

You sell more. Marketplaces keep more. Your margin disappears anyway.

Name: Lumo
Brand: Lenka Studio
Availability: PreOrder

Jualan makin laris. Marketplace makin kaya. Margin brand kamu tetap habis.

Every sale on Shopee, Tokopedia, or TikTok Shop hands a quarter of your revenue back in fees, ads, and shipping subsidies — and none of the customer data comes back with it. Lumo is the ecommerce template for brands who'd rather own their storefront, their checkout, and the people who buy from them.

Setiap pesanan di Shopee, Tokopedia, atau TikTok Shop menarik 25% lebih dari omzet kamu lewat fee, iklan, dan subsidi ongkir — dan data pelanggannya pun ikut tertahan di sana. Lumo adalah template ecommerce untuk brand yang lebih memilih punya toko sendiri, checkout sendiri, dan kenal sendiri orang-orang yang belanja.

Themes Tema 12 · ready

Setup Setup 48 hours

Commission Komisi 0 %

Built for Untuk D2C · Indonesia

Scroll Gulir

01 The hidden tax Pajak yang tersembunyi

The marketplace bill keeps growing. Your margin keeps shrinking.

Tagihan marketplace makin besar. Margin brand makin tipis.

Commission. Ads. Free shipping subsidy. Voucher matching. Payment fees. COD handling. By the time a Tokopedia or Shopee order is settled, the platform has taken a quarter of it — and you still owe it next month's ad budget to stay visible.

Komisi. Iklan. Subsidi gratis ongkir. Voucher matching. Biaya payment. Biaya COD. Begitu pesanan settle, 25% omzet sudah jadi milik platform — dan bulan depan brand kamu masih harus bayar iklan supaya tetap muncul.

Average marketplace take rate

Rata-rata fee marketplace

Commission, paid ads, voucher cost-share, and free-shipping subsidies combined — before payment fees.

Komisi, iklan, voucher cost-share, dan subsidi gratis ongkir digabung — belum termasuk biaya payment.

Source · Momentum Works, 2024

Customer emails or phones you own

Email atau nomor pelanggan yang kamu miliki

Marketplace orders ship to a masked address, no email, no phone. Retention starts from zero, every time.

Pesanan marketplace masuk dengan alamat tersamar — tanpa email, tanpa nomor HP. Retensi mulai dari nol, terus-menerus.

Source · Lenka Studio · brand audits, 2025

Lower CAC on a direct store

CAC lebih rendah di toko sendiri

Brands running their own storefront retarget warm visitors instead of bidding against twelve competitors for the same SKU.

Brand yang punya toko sendiri bisa retarget pengunjung yang sudah hangat, bukan bidding melawan dua belas kompetitor untuk SKU yang sama.

Source · Shopify D2C report, 2024

From signup to a live Lumo store

Dari daftar sampai toko Lumo tayang

Pick a theme, plug in products, swap colors and logo. We host, host fast, and ship the first version in two days.

Pilih tema, masukkan produk, ganti warna dan logo. Hosting kami yang urus — versi pertama tayang dalam dua hari.

Source · Lumo onboarding · 2026

Sumber · Onboarding Lumo · 2026

What marketplaces make you pay for.

Yang marketplace minta dari kamu.

Six line items · v. 2026 Enam pos biaya · v. 2026

01 Commission per order 5–8% off the top before payment processors are paid. Higher in "Mall" or "Star" tiers you can't opt out of once enrolled. 5–8 %

02 Pay-to-rank ads Search position is bought. If you stop bidding, your traffic stops the same week — even on returning buyers. 10–20 %

03 Free-shipping cost-share The platform promises "Gratis Ongkir." The seller pays for it — and any voucher the buyer stacks on top. 3–6 %

04 Masked customer data No email. No phone. A pickup-locker address. Retention has to be rebuilt every order — the marketplace owns the relationship. 0 records

05 Generic storefront Your brand sits inside the same grid as every competitor. Same fonts, same buttons, same banner slot, same checkout flow. Template

06 Algorithm dependency A category change, an algorithm tweak, a competitor's flash sale — and a six-figure listing disappears for the week. You can't email the buyers about it. Out of hand

01 Komisi per pesanan 5–8% langsung dipotong sebelum biaya payment. Naik lagi kalau brand sudah masuk tier "Mall" atau "Star". 5–8 %

02 Iklan bayar-ranking Posisi pencarian itu dibeli. Berhenti bidding, minggu yang sama traffic ikut hilang — termasuk dari pelanggan lama. 10–20 %

03 Subsidi gratis ongkir Platform bilang "Gratis Ongkir." Seller yang nombokin — termasuk voucher yang buyer pakai bareng. 3–6 %

04 Data pelanggan disamarkan Tanpa email. Tanpa HP. Alamat dialihkan ke locker. Setiap order harus retensi ulang — marketplace yang pegang relasi. 0 data

05 Toko serba sama Brand kamu dipajang dalam grid yang sama dengan semua kompetitor. Font sama, tombol sama, banner sama, checkout sama. Template

06 Tergantung algoritma Kategori berubah, algoritma dipoles, kompetitor flash sale — listing enam digit hilang seminggu. Buyer pun tak bisa dihubungi. Di luar kendali

02 Voices Suara seller

You're not the only one thinking about leaving.

Bukan cuma kamu yang mau keluar.

Real posts from Indonesian brand owners and ecommerce employees, all from the last 30 days. We didn't ask permission to quote them — every card links back to the original.

Posting asli dari pemilik brand dan karyawan e-commerce di Indonesia, semuanya dari 30 hari terakhir. Kami tidak minta izin untuk kutip — setiap kartu langsung tautan ke postingan aslinya.

6 posts 6 postingan · Threads · Apr–May 2026 Apr–Mei 2026

@fariscim 23 Apr 2026

Threads

"halo warga, sebagai seller ecommerce yang biayanya makin kesana kemari, saya rencana mau bikin web sendiri buat jualan produk saya, apakah ada rekomendasi platform atau web apaaa gitu yang enak dipake buat jualan dan settingnya enak, mohon rekomendasinya yaa, atau mau nawarin build webnya juga boleeh 😁"

Marketplace costs keep climbing — looking for a platform to build my own store on. Open to build offers.

Biaya marketplace makin naik — cari rekomendasi platform untuk bangun toko sendiri. Terbuka kalau ada yang mau bantu bangun.

View on Threads Lihat di Threads

@dhanes.dian 8 May 2026

Threads

"Temen-temen yang dari marketplace pindah ke website, itu pada pake shopify, scalev atau apa? Ada yang punya jasa bikin website ecommerce affordable?"

Asking peers who already left the marketplace — which platform? Looking for an affordable ecommerce build service.

Tanya seller yang sudah pindah dari marketplace — pakai platform apa? Cari jasa bikin website ecommerce yang affordable.

View on Threads Lihat di Threads

@puspitamygsari 28 Apr 2026

Threads

"SELLER TO SELLER (online) Dengan segala kenaikan biaya admin dan tambahan biaya2 layanan marketplace yang ajaib itu, kalian udah beneran hitung blm sih margin profit masih sehat atau ngga?? Jangan sampe berasa orderan masih rame, eh pas dihitung malah boncos😫. Tataruma sejak Maret 2026 dengan berat hati turunin ke star seller saking udah ga sehatnya di shopee Mall 😭"

Brand "Tataruma" downgraded itself from Shopee Mall to Star Seller in March — admin fees made Mall tier financially unsustainable.

Brand "Tataruma" turunin diri dari Shopee Mall ke Star Seller bulan Maret — biaya admin Mall sudah nggak sehat.

View on Threads Lihat di Threads

@puteradk 2 May 2026

Threads

"Pengen cari temen2 yang bisa bantu buatkan website brand yang bisa buat belanja(e-commerce) from scratch(bukan tempelan shopify) tapi bisa deploy dengan waktu yang tidak terlalu panjang juga. (Produk household appliance, market indonesia)"

Household-appliance brand wants a from-scratch ecommerce site — explicitly not a Shopify template — deployable quickly.

Brand household appliance cari ecommerce dibangun from scratch — bukan template Shopify — dan harus cepat tayang.

View on Threads Lihat di Threads

@bayu_bagja 7 May 2026

Threads

"Kawan2 seller Yang mau keluar dari marketplace, pada bikin website sendiri kah? Atau ada solusi lain?"

Asking the seller community — for everyone leaving the marketplace, are you building your own site, or is there another way?

Tanya komunitas seller — yang mau keluar marketplace, semuanya bikin website sendiri? Ada solusi lain?

View on Threads Lihat di Threads

@claramareita 10 May 2026

Threads

"seller udah banyak yg lepas dari e-commerce. mereka udah mulai punya website untuk kita order, dan bahkan kembali ke sekitar thn 2010 order via WA. gw sbg employee di salah satu e-commerce & usia gw skrg udah 27thn, rasanya kok kyk gak ada harapan ya ttg karir. help what should i do?"

An ecommerce-company employee watching the seller exodus — many sellers leaving for their own websites, even back to ordering via WhatsApp like 2010.

Karyawan di salah satu e-commerce menyaksikan eksodus seller — banyak yang pindah ke website sendiri, bahkan balik ke order via WA kayak 2010.

View on Threads Lihat di Threads

03 · The other way 03 · Cara lain

There is a direct way.

Ada cara yang langsung.

Lumo is twelve ready-to-launch themes, a mobile-first storefront tuned for Indonesian buyers, COD and QRIS out of the box, WhatsApp admin baked in, and your customer list flowing straight into the tools you already use. No commission. No paid ranking. No middleman between your brand and the people who buy from it.

Lumo adalah dua belas tema siap pakai, storefront mobile-first yang dirancang untuk pembeli Indonesia, COD dan QRIS langsung aktif, admin WhatsApp menyatu, dan daftar pelanggan langsung mengalir ke tools yang sudah kamu pakai. Tanpa komisi. Tanpa bayar posisi. Tanpa perantara antara brand dan pembelinya.

See the themes Lihat tema How it works Cara kerja

Your storefrontYour customersYour dataYour marginNo marketplace tax

Toko sendiriPelanggan sendiriData sendiriMargin utuhTanpa pajak marketplace

04 What's inside Lumo Yang ada di dalam Lumo

Built like a marketplace. Owned like a brand.

Cepatnya kayak marketplace. Punya sendiri kayak brand.

Six features built around the way Indonesian buyers actually shop — flash sales, COD, WhatsApp, photo reviews — wired into every theme out of the box.

Enam fitur yang dibuat khusus untuk cara orang Indonesia belanja sebenarnya — flash sale, COD, WhatsApp, ulasan berfoto — sudah terpasang di semua tema sejak hari pertama.

Lumo storefront — mobile home feed with hero banner, flash sale strip, and bottom navigation

01 Mobile-first PWA Mobile-first PWA

Feels like an app. Without the App Store.

Rasanya kayak aplikasi. Tanpa harus ke App Store.

Eight out of ten Indonesian fashion checkouts happen on mobile. Lumo installs to the home screen as a PWA, runs a five-icon bottom nav, supports swipe-to-delete in the cart, and keeps the add-to-cart button sticky as buyers scroll the gallery.

Delapan dari sepuluh pembelian fashion di Indonesia terjadi di HP. Lumo bisa di-install ke home screen sebagai PWA, punya bottom nav lima ikon, gesture geser-buat-hapus di keranjang, dan tombol "+ Keranjang" yang nempel di bawah saat pembeli scroll galeri.

5-icon bottom nav · Beranda · Kategori · Cari · Keranjang · Akun
Bottom nav 5 ikon · Beranda · Kategori · Cari · Keranjang · Akun
Swipe-left gesture to remove cart items
Geser ke kiri buat hapus item dari keranjang
Sticky add-to-cart on PDP scroll
Tombol "+ Keranjang" nempel saat scroll PDP

Lumo checkout — single-page address, shipping, and payment with seven payment groups and live order summary

02 7 payment methods · 1 integration 7 cara bayar · 1 integrasi

Every payment method Indonesians actually use.

Semua cara bayar yang orang Indonesia benar-benar pakai.

Xendit and Midtrans wired in from day one. E-wallet, bank transfer, QRIS, paylater, retail outlet, COD, and card — ordered by how Indonesian fashion buyers actually prefer to pay, not alphabetically. Settlement lands in your account, not ours.

Xendit dan Midtrans sudah tersambung sejak hari pertama. E-wallet, transfer bank, QRIS, paylater, outlet retail, COD, dan kartu — diurutkan menurut preferensi pembeli fashion Indonesia, bukan abjad. Hasil pembayaran masuk langsung ke rekening kamu, bukan rekening kami.

GoPay · OVO · DANA · ShopeePay · LinkAja
GoPay · OVO · DANA · ShopeePay · LinkAja
BCA · Mandiri · BNI · BRI · Permata VA · QRIS
BCA · Mandiri · BNI · BRI · Permata VA · QRIS
Kredivo · Akulaku · Atome · Indomaret · Alfamart · COD
Kredivo · Akulaku · Atome · Indomaret · Alfamart · COD

Lumo product detail page — gallery, variant picker, trust badges, dual CTAs and reviews

03 Conversion stack Conversion stack

The three levers that actually move buyers.

Tiga tuas yang benar-benar bikin pembeli klik beli.

Flash sale strip with a live countdown (the same urgency lever Shopee uses). Free-shipping progress bar that auto-updates in the cart. Photo reviews collected via WhatsApp after every order — verified, filterable, replyable. Each one tested against the version without it.

Strip flash sale dengan countdown live (tuas urgency yang sama dipakai Shopee). Bar gratis ongkir yang otomatis update di keranjang. Ulasan berfoto yang dikumpulkan via WhatsApp setelah tiap pesanan — verified, bisa difilter, bisa dibalas. Setiap fitur sudah diuji A/B.

Flash sale countdown — +11 % conversion rate
Flash sale countdown — +11 % conversion rate
Free-shipping progress bar — +15 % average order value
Bar gratis ongkir — +15 % average order value
Photo reviews via WhatsApp — +23 % PDP conversion
Ulasan berfoto via WhatsApp — +23 % PDP conversion

04 Speed Kecepatan

Loads in under 2 s on 4G.

Buka di bawah 2 detik lewat 4G.

Next.js with ISR on every PDP, WebP / AVIF via next/image, Cloudflare CDN. Slow stores lose 53 % of buyers in three seconds. Lumo is hard-targeted at LCP ≤ 2.0 s.

Next.js dengan ISR di setiap PDP, gambar WebP / AVIF lewat next/image, CDN Cloudflare. Toko lambat kehilangan 53 % pembeli dalam tiga detik. Lumo dirancang dengan target LCP ≤ 2,0 detik.

LCP target Target LCP ≤ 2.0 s

05 WhatsApp admin Admin WhatsApp

A WA button on every page.

Tombol WA nempel di tiap halaman.

Floating button on every page, pre-filled with the product name or order ID so the buyer doesn't have to type. Auto-hides during checkout so it never pulls them out of the flow.

Tombol melayang di tiap halaman, pesannya sudah ke-isi nama produk atau nomor pesanan jadi pembeli nggak perlu ngetik. Otomatis hilang di checkout supaya nggak menarik keluar dari flow.

Response Balas 9–22 WIB

06 SEO out of the box SEO siap pakai

Indexable from day one.

Bisa di-index sejak hari pertama.

Product / Offer / AggregateRating JSON-LD on every PDP, Indonesian-language slugs, auto-generated sitemap, Open Graph and Twitter Card meta on every page. Google can read your catalogue without you lifting a finger.

JSON-LD Product / Offer / AggregateRating di tiap PDP, slug Bahasa Indonesia, sitemap otomatis, Open Graph dan Twitter Card di tiap halaman. Google bisa baca katalog kamu tanpa kamu utak-atik apa pun.

Schema Schema JSON-LD · ID slugs

05 The themes Pilihan tema

One theme today. More shipping every quarter.

Satu tema hari ini. Tema baru tiap kuartal.

Vote on the next one Pilih yang berikutnya

Atelier · preview 1:1 · ~1080×1080

Available now Tersedia

Atelier

v 1.0

Fashion D2C · Mobile-first · Lookbook Fashion D2C · Mobile-first · Lookbook

Coming Q3 2026 Tayang Q3 2026

Coming soon Segera

Drift

Q3 2026

Minimal · Slow lifestyle Minimal · Slow lifestyle

Coming Q3 2026 Tayang Q3 2026

Coming soon Segera

Beacon

Q3 2026

Beauty & skincare · Ingredient-led Beauty & skincare · Bahan utama

Coming Q4 2026 Tayang Q4 2026

Coming soon Segera

Roster

Q4 2026

High-SKU fashion · Flash-sale ready Fashion banyak SKU · Siap flash sale

Coming Q4 2026 Tayang Q4 2026

Coming soon Segera

Ember

Q4 2026

Handmade & F&B · Maker stories Handmade & F&B · Cerita pengrajin

Q1 2027 Q1 2027

Roadmap Roadmap

Workshop

Q1 2027

Furniture & home · Custom-order flow Furnitur & rumah · Alur custom-order

Q1 2027 Q1 2027

Roadmap Roadmap

Loom

Q1 2027

Textile & wastra · Maker-led Tekstil & wastra · Pengrajin

On-demand Sesuai pesanan

Custom Custom

Forge

Bespoke

Bespoke theme · Built by Lenka Studio Tema custom · Dibangun Lenka Studio

06 Why brands love it Kenapa brand suka

The numbers brands see after leaving the marketplaces behind.

Angka yang brand lihat setelah keluar dari marketplace.

Across twelve fashion brands in private beta, over six months. We don't promise these for everyone — but we'll show you the dashboards of the brands already running on Lumo, on the first call.

Dari dua belas brand fashion di beta privat, selama enam bulan. Kami tidak janji angka ini ke semua orang — tapi kami tunjukkan dashboard brand yang sudah jalan di Lumo, di panggilan pertama.

Source · Lenka Studio · Lumo beta cohort 2025–2026

▲ Up▲ Naik vs marketplace

+0%

Conversion rate

Visitors on a Lumo storefront convert nearly two-fifths more often than the same SKUs listed on Shopee or Tokopedia.

Pengunjung di toko Lumo konversi hampir dua-perlima lebih sering dibanding SKU yang sama di Shopee atau Tokopedia.

▲ Up▲ Naik from progress bar & recs

+0%

Average order value

Free-shipping progress bar plus the "You might like" rail in the cart push the basket twenty-two percent higher than baseline.

Bar gratis ongkir plus rail "Mungkin kamu suka" di keranjang naikkan keranjang 22% di atas baseline.

▼ Down▼ Turun from LCP < 2 s

−0%

Bounce rate

A Lumo store loads in under two seconds on 4G. The buyers who used to leave before the page rendered now stay long enough to scroll.

Toko Lumo buka di bawah dua detik lewat 4G. Pembeli yang dulu kabur sebelum halaman terbuka, sekarang sempat scroll.

▲ Up▲ Naik · no commission paid

+0%

Margin per order

Margin per pesanan

Selling direct means no platform commission and no paid-rank ad spend on the same SKUs. Eight and a half percent comes straight back to the brand.

Jualan langsung berarti tanpa komisi platform dan tanpa bayar iklan ranking. 8,5% kembali utuh ke brand.

08 The method Caranya

From signup to a live storefront, in three steps.

Dari daftar sampai toko tayang, dalam tiga langkah.

Step 01 Pick Pilih

Choose a theme that already fits.

Pilih tema yang sudah cocok.

Twelve storefront themes, built for the way Indonesian buyers actually shop — flash sales, COD, WhatsApp questions, voucher stacks. Or commission a fully custom theme from Lenka Studio.

Dua belas tema, dibuat untuk cara pembeli Indonesia belanja sungguhan — flash sale, COD, tanya admin via WhatsApp, voucher tumpuk. Atau pesan tema custom dari Lenka Studio.

Duration Waktu 1 day 1 hari

Step 02 Customize Sesuaikan

Your brand. Your catalog. Your voice.

Brand kamu. Katalog kamu. Suara kamu.

Swap the logo, set the primary color, import products in bulk, write the homepage in Bahasa Indonesia. The admin is in plain language — no developer needed for day-to-day work.

Ganti logo, pilih warna utama, impor produk sekaligus, tulis homepage dalam Bahasa Indonesia. Admin pakai bahasa biasa — tidak perlu developer untuk kerja harian.

Duration Waktu 1 day 1 hari

Step 03 Launch Tayang

Live on your domain, in 48 hours.

Tayang di domain sendiri, dalam 48 jam.

Connected to QRIS, Xendit, Midtrans, RajaOngkir, and WhatsApp Business. Customer emails and phones flow into your CRM. We host on Cloudflare so the store loads under two seconds on 4G.

Terhubung ke QRIS, Xendit, Midtrans, RajaOngkir, dan WhatsApp Business. Email dan nomor pelanggan masuk ke CRM kamu. Hosting di Cloudflare supaya toko buka di bawah dua detik lewat 4G.

Time live Sampai tayang ≤ 48 hours ≤ 48 jam

By Lenka Studio · Bali & Jakarta Oleh Lenka Studio · Bali & Jakarta

07 The studio Studionya

Lumo is built by Lenka Studio.

Lumo dibuat oleh Lenka Studio.

We've spent the last few years designing and shipping digital products for fashion, beauty, and F&B brands across Indonesia. Lumo is what we wished existed when those brands asked us how to leave the marketplaces behind — built on what worked, opinionated about the rest.

Beberapa tahun terakhir kami mendesain dan men-deploy produk digital untuk brand fashion, beauty, dan F&B di seluruh Indonesia. Lumo adalah yang kami harap sudah ada saat brand-brand itu bertanya bagaimana keluar dari marketplace — dibangun dari yang terbukti, tegas soal sisanya.

UI/UX designLenka design team UI/UXTim desain Lenka EngineeringLenka dev team EngineeringTim dev Lenka HostingCloudflare HostingCloudflare Support9–22 WIB · WhatsApp Support9–22 WIB · WhatsApp

Visit Lenka Studio Kunjungi Lenka Studio

Stop paying rent on your own customers.

Berhenti bayar sewa untuk pelanggan sendiri.

Join the early-access list. We'll send the theme catalogue, a walkthrough of the admin, and a referral price for the first hundred brands moving off marketplaces in 2026.

Daftar daftar tunggu Lumo. Kami kirim katalog tema, walkthrough admin, dan harga khusus untuk seratus brand pertama yang pindah dari marketplace di 2026.

One short note a month. Unsubscribe with one click. No third-party trackers in the email.

Satu surat singkat tiap bulan. Berhenti dengan sekali klik. Tanpa pelacak pihak ketiga.