Audiences
Pasar Seken serves two audiences who are, at their core, the same kind of person, thoughtful, style-conscious, and done with the idea that fashion has to be brand new to mean something. Understanding both personas deeply is the foundation of every marketing, product, and communication decision we make.
Buyer persona, the conscious explorer
Who she is
Meet Ayu. She is 23, lives in Denpasar, and studies communication at Udayana. Her Instagram is a carefully curated mix of vintage finds, Bali café aesthetics, and thrifted outfits she has styled herself. She knows what she likes. She does not need a brand to tell her.
Ayu has been thrifting since she was 17, first because it was cheaper, then because she realised that the pieces she found in secondhand shops told more interesting stories than anything in the mall. Now she thrifts because it is part of her identity. She is not "a girl who shops secondhand." She is someone who understands fashion on a deeper level than most people she knows.
She earns a modest income from a part-time content gig. She is careful with money, not because she has to be, but because she chooses to be. She spends on things that matter. She does not spend on things that don't.
She has tried selling on Instagram before. It worked, sort of, but the DMs were chaotic, the negotiations exhausting, and she never knew when something would actually sell. She wants something better. She just hasn't found it yet.
Demographics
| Age range | 18-28 |
| Gender | Primarily female, growing male and non-binary presence |
| Location | Bali, Jakarta, Bandung, Yogyakarta |
| Income | Lower-middle to middle, value-conscious, not cash-poor |
| Education | University-educated or in university |
| Social media | Instagram (primary), TikTok (discovery), WhatsApp (community) |
| Shopping behaviour | Browse-first, intentional purchaser, not an impulse buyer |
Psychographics
Her buyer journey
Key trust moments:
- Quality of product photos, first impression, non-negotiable
- How quickly and warmly a seller responds to a question
- Whether the item matches its description on arrival
- The unboxing experience, even a handwritten note changes everything
How to speak to her
See Brand & Communication for the full buyer voice pillars. Key principles:
- Lead with mystical and emotional depth: she responds to copy that gives items a story
- Use identity-led language: she is buying a version of herself, not just a product
- Never lead with price, she will notice value without being told about it
- Use community framing: she trusts what people like her trust
- Keep it in Bahasa: casual, warm, like a friend with great taste
| Copy that works | Copy that loses her |
|---|---|
| "Pernah dicintai, siap dicintai lagi." | "Produk bekas berkualitas dengan harga terjangkau." |
| "Satu-satunya. Selamanya milikmu." | "Beli sekarang sebelum kehabisan." |
| "Di sini, setiap barang punya cerita." | "Kondisi: bekas pakai, harga nego." |
Seller persona, the smart declutterer
Who she is
Meet Sari. She is 26, lives in Jakarta, works at a creative agency in Kuningan. Her wardrobe is, by her own admission, out of control. There are pieces she bought three years ago that still have tags on them. There are old favourites she has not worn since university. There is a blazer she loved once and then forgot about completely.
She knows she should do something about it. She has talked about doing something about it. She has just never actually done it.
The problem is not motivation, it's friction. She tried selling on a Facebook group once. The negotiations were exhausting. She tried Instagram. The DMs never stopped. She looked at other platforms and immediately felt overwhelmed by the setup process. She is a busy person. She does not have time to run a mini business.
What Sari needs is something that makes selling feel smaller than not selling. Something where the effort is obviously less than the reward. Something she can do in fifteen minutes on a Sunday afternoon and then forget about until the notification arrives: ada yang beli.
Demographics
| Age range | 20-32 |
| Gender | Primarily female, growing across all genders |
| Location | Jakarta (primary), Bali, Bandung, Surabaya |
| Income | Middle, has disposable income, bought things she no longer wears |
| Work | Professional, creative, student, or entrepreneur |
| Social media | Instagram (selling reference), WhatsApp (peer groups) |
| Selling experience | Minimal, has tried Instagram DMs, found it chaotic |
Psychographics
Her seller journey
Key trust moments:
- The moment she realises signup is genuinely fast and free
- Her first listing going live, confirmation she did it right
- The first time someone views or saves her item, proof it is real
- Her first sale, the emotional moment that converts her forever
How to speak to her
See Brand & Communication for the full seller voice pillars. Key principles:
- Lead with effortlessness: make selling sound smaller than it is
- Use cuan language naturally, "cuan dari lemari" is the anchor
- Remove all fear: free means no risk, and she needs to feel that viscerally
- Use peer social proof: she needs to know people like her are already doing this
- Celebrate small milestones: first listing, first view, first sale all matter
| Copy that works | Copy that loses her |
|---|---|
| "Cuan dari lemari, gak pakai ribet." | "Daftarkan diri sebagai penjual hari ini." |
| "3 langkah. 5 menit. Udah bisa cuan." | "Maksimalkan penghasilan dari barang bekas Anda." |
| "Gratis pasang. Gratis jualan. Titik." | "Terms and conditions apply." |
| "Lemarimu lebih berharga dari yang kamu kira." | "Jual barang yang tidak terpakai." |
The overlap, why both personas are the same person
The most important insight about Pasar Seken's audience: Ayu and Sari are not different people. They are the same person at different moments.
Ayu the buyer, inspired by the items she discovers, eventually realises her own wardrobe has pieces that deserve new owners. She becomes Sari the seller. Sari, clearing her wardrobe and earning cuan she did not expect, finds something on the platform she cannot resist. She becomes Ayu the buyer again.
This circularity is not a coincidence. It is the product. Our job is to make both transitions feel natural, joyful, and inevitable.
Design implication: Never design for one side without considering the other. A buyer who has a great experience becomes a seller. A seller who earns their first cuan becomes a loyal buyer. The flywheel turns when both experiences are equally excellent.
Secondary audience, the fashion-forward male
While our primary persona is female, Pasar Seken's male audience is growing and deserves dedicated attention:
| Age | 20-30 |
| Primary interests | Streetwear, vintage, workwear, sneakers |
| Behaviour | Highly specific in taste, searches for particular items, not general browsing |
| Motivation | Scarcity, authenticity, social credibility, less emotional narrative than female persona |
| Platform | TikTok (discovery), Instagram (reference), WhatsApp sneaker/streetwear communities |
The brand voice stays the same for male audiences, but the tone leans more direct, specific, and credibility-forward, and less poetic. "Streetwear vintage yang gak ada duanya" over "Ada cerita di setiap jahitannya."
Acquisition & targeting notes
These strategic notes guide who we prioritise, and who we deliberately don't.
Buyer conversion funnel
- Profile visit → listing page: 22%
- Listing page → cart/chat: 15%
- Cart → completed purchase: 55%
- First purchase → second purchase (30 days): 22% (target: 28%+ with email re-engagement)
Priority early-adopter seller profiles
Not all sellers are equal. Three profiles generate disproportionate value and should be actively prioritised:
Profile 1, Instagram DM seller (50-2,000 followers). Already has the behaviour, just needs better infrastructure. Converts fastest because the value proposition solves a real daily frustration. Brings followers as warm buyers.
Profile 2, Fashion content creator (2K-15K followers). Creates content anyway, adding SEKEN is incremental behaviour. Their audience is the exact buyer SEKEN needs. One creator-seller with 5K followers beats ten anonymous sellers with none.
Profile 3, University student declutterer. Clears 10-20 items per semester. High motivation (needs cash), fast activation (clearing wardrobe), strong peer network (highest referral multiplier in Indonesia).
International / expat buyers
Not a primary focus segment but actively served. The platform has English translation and passport verification for foreign users.
Expats and digital nomads are buyers of convenience, not community members. They don't generate referrals, don't create Indonesian-language content, and don't build the seller community flywheel. Acquire them incidentally. Do not build strategy or campaigns around them.
Passive inclusion mechanisms already in place:
- English UI translation
- Passport verification (foreign ID accepted)
- Listings visible to international buyers
Who NOT to target (active strategy)
University students as a primary segment: acquire as a byproduct of campus activation. They convert fast but rarely become power sellers. Do not over-invest.