Product cards and promotions

The Problem

Inconsistent product-card contracts and promotion logic created coordination and maintenance costs. New commerce benefits also had to appear correctly across search surfaces without introducing unacceptable latency or rollout risk.

The Architecture

The Execution

Owned the backend and cross-platform contracts for Tokopedia’s product-card redesign, then led search-side delivery of pricing, coupon, promotion, and discovery initiatives. The work connected backend implementation to measurable shopping outcomes.

What I owned

• PIC for the product-card redesign: finalized request/response contracts, tracked frontend adoption, and implemented the backend API.
• Main point of contact for coupon initiatives, independently developing the search-side feature and aligning Product, Data Science, Promotion, and QA.
• Owned search-side pricing integration and took campaign and discovery features through testing and experiment rollout.

Technical impact

• Defined and implemented a new search product API contract with Android, iOS, desktop, and Ads teams. Organic and advertising product cards used the same contract.
• Integrated pricing and promotion across three search modules, proactively tested six APIs, and kept reported search latency below 550 ms for that integration.
• Handled promotion display, popups, and claims, as well as product, video, store, and advertising-card assembly in the API layer.
• Implemented recommendation decompression, deduplication, and sorting, as well as configurable campaign banners and experiment controls.

The Result

Main Orders per User

+5.7%

Bonus Promotion A/B Experiment

GMV per User

+3.1%

Same Bonus Promotion experiment

Search GMV

+11.06%

High-Value User Coupon Experiment

Business impact

• The 2023 product-card redesign reported Paid-Order Conversion growth of 1.17%, Add-to-Cart Conversion of 1.48%, and clicks per session of 3.05%.
• The 2025 high-value-user coupon experiment reported Search GMV growth of 11.06% and Average Order Value of 10.87%. A separate query-based coupon experiment reported GMV per User growth of 1.91%.
• The 2024 price-center integration reported GMV growth of 11% and conversion growth of 1.97%. Shop-page recommendation work separately reported shop GMV growth of 7.75%.
• The supplied CV reports Bonus Promotion A/B wins of GMV per User +3.1%, Main Orders per User +5.7%, and Payment Penetration +3.3%, plus Instant & Same-Day delivery labels with Order Rate +1.1%.