How an Indonesian beauty brand got its whole catalogue live on every marketplace

About the brand

A homegrown Indonesian beauty brand selling skincare, colour cosmetics and body care, with a catalogue of roughly four hundred SKUs. It grew through social and creator-led content and sells through its own website alongside Shopee, the combined Tokopedia and TikTok Shop seller centre, Lazada and Blibli. Indonesian skincare is worth more than three billion dollars and local brands hold most of the top ten positions, so the question is not whether shoppers want local beauty. It is whether a brand can get its full range in front of them.

Background

The brand had been marketplace-native since launch and had still stalled. Its bestsellers sold well on Shopee and TikTok Shop. Most of the catalogue behind them sat unlisted.

The cause was mundane and expensive. Every platform wanted product data in its own shape: its own category tree, mandatory attributes, image dimensions, character limits and rules about what a title may contain. Beauty makes this worse than most categories, because a single SKU carries shade, finish, volume, skin type, texture, a full INCI ingredient list, usage instructions, claims, a BPOM notification number and halal status. One product became four listing files, each assembled by hand in a spreadsheet by someone reading a different platform's documentation.

Two people could produce a handful of listings a day. So the brand listed what it was confident would sell, left the long tail off, and pushed launches live weeks after the creator campaign meant to sell them. Rejections came back weeks later citing an attribute nobody knew was mandatory. Each seller panel ran separately, with its own hand-maintained stock buffer.

The brand partnered with Fynd to make its catalogue a system rather than a spreadsheet.

Challenges, solutions and impact

Challenge #1: The catalogue was the bottleneck

Product data lived in a marketing folder, a supplier email, a regulatory PDF and four spreadsheets, none of which agreed. Building a listing meant reconciling those sources, rewriting copy to fit a character limit, hunting for an image at the right aspect ratio, and guessing at attributes the platform had made mandatory since the last upload. The work was impossible to scale, and it put the newest products, the ones with campaign spend behind them, at the back of the queue.

Solution. Fynd AI PIM became the single source of truth for every product, holding one complete record per SKU covering attributes, images, ingredients, claims and compliance fields. From that record it generates channel-ready listings, mapping each product to the correct category and attribute schema per platform, adapting titles and descriptions to each channel's format and limits, and producing copy in Bahasa Indonesia. Listings are checked against each platform's published rules before submission, so schema errors surface at once rather than weeks later in a rejection notice.

Impact. Publishing a new SKU across all channels became 88% faster, measured as working time from approved product data to live listing, and first-time acceptance reached 96%. With the long tail finally listed and launches going live alongside their campaigns rather than after them, marketplace revenue grew 48%.

Challenge #2: Four seller panels, four versions of the truth

Each platform ran in its own dashboard, owned by a different person. A price change reached one on Monday and another on Thursday. Stock buffers were set by hand per channel, so the brand either held inventory back and lost sales or exposed the same units everywhere and oversold. Nobody could say which SKU earned the most across all channels without exporting four reports and reconciling them.

Solution. Fynd Konnect connected every marketplace through one dashboard, synchronising listings, prices, inventory, orders and returns from a single place. Stock is held once as a single source of truth and pushed to each platform in near real time, replacing hand-maintained buffers with allocation rules the team sets deliberately. Pricing and promotions are managed centrally, with per-platform overrides where campaign mechanics require them.

Impact. Overselling and the cancellations it caused dropped sharply, and pricing became consistent by default. The team stopped switching between seller dashboards, and the brand can now add a marketplace without adding a person to run it.

Challenge #3: Orders arriving in four different shapes

Every platform has its own order format, dispatch SLA, label specification and returns flow. Orders were re-keyed by hand, which introduced errors and cost hours daily. A late dispatch damaged the seller rating that determines search placement on that platform, so operational slippage quietly suppressed demand.

Solution. Fynd OMS brings orders from every marketplace and the website into one dashboard. Orders route automatically to the location holding stock, couriers are assigned to each platform's requirements, and returns run through a single flow. Dispatch deadlines are visible against the clock per platform.

Impact. SLA breaches fell and dispatch became more predictable. Seller ratings held through peak campaigns, protecting the search placement the brand depends on.

Challenge #4: A regulatory deadline the catalogue could not have met

From 17 October 2026, halal certification is mandatory for cosmetics in Indonesia, administered by BPJPH under the Ministry of Religious Affairs. Products without it must instead carry a compliant non-halal declaration, so every SKU needs a defensible status either way. Every listing separately has to carry a valid BPOM notification number. For this brand that meant compliance data on four hundred SKUs across four seller panels, well over a thousand listing edits, at a manual rate of a few dozen a week.

Solution. Compliance fields are held once against the product record: BPOM notification number, halal status or non-halal declaration, INCI list and permitted claims. A change to any of them publishes to every channel from one edit. Certificates are still obtained through BPOM's Notifkos portal and BPJPH's own process, but once a number exists it reaches every listing without anyone retyping it. Products with no defensible status are held back from publication rather than discovered by a takedown.

Impact. Compliance became a data exercise rather than a listing freeze, and the brand can evidence what was published where and when.

Way forward

Next on the roadmap: extending the same catalogue engine to cross-border marketplaces in the region, using channel-level performance data to tune assortment and pricing per platform, and automating campaign calendars ahead of Ramadan, Harbolnas and double-date peaks.

If your challenges resonate with those in this story, it's time to schedule a call with our experts. Whether you're building a catalogue that can reach every marketplace, unifying inventory and orders across channels, or keeping compliance data accurate everywhere at once, our solutions are designed to streamline your operations and drive growth.

With over a decade of experience in omnichannel commerce and a proven track record with 2,300+ brands, Fynd is here to turn your challenges into success stories. Let's drive your growth together.

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