Blibli pushes post-purchase value with free gadget protection in #NoBlablaDiBlibli

Smartphone in hand, disaster strikes - a cracked screen, a stolen bag, a sudden flood. For most shoppers, protection ends the moment they click “buy,” with insurance either costing extra or not offered at all. Blibli is breaking that norm. Through its #NoBlablaDiBlibli campaign, the eCommerce player is rolling out a “gratis perlindungan lengkap” (free full protection) service for gadget and electronics purchases, aiming to turn a common post-purchase frustration into a market differentiator.

The feature provides six to 24 months of coverage for accidental damage, theft, and other risks, at no additional cost. It’s positioned not just as a value-add but as a confidence driver for online shopping - promising the reassurance of a physical store experience in the digital marketplace.

“Since its inception, we have believed that Blibli must continue to deliver services that truly matter to consumers, one of which is the free full protection feature. We want to provide peace of mind not only at the point of purchase, but also in the equally important post-purchase phase,” said Hendry, CCO and co-founder of Blibli.

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“In today’s modern era, buying a gadget is like choosing a trusted partner to support daily activities, and it deserves complete protection at no extra cost. Through consistent efforts, the #NoBlablaDiBlibli manifesto is not just a promise, but our commitment to delivering real value - often even before customers realise they need it,” added Hendry.

To activate the protection, customers need only register their warranty by filling in basic information - after which coverage takes effect immediately. The offer is available exclusively for products under the Blibli Pasti Ori guarantee, which ensures all items come directly from verified brands or authorised sellers, eliminating the risk of counterfeit goods.

Consumer stories shared on social media have reinforced the platform’s positioning, Blibli said. For some, the protection became crucial when theft or accidental damage occurred before instalments were paid off; for others, it was simply the peace of mind that enhanced their shopping experience.

By reframing post-purchase protection as an essential rather than an optional service, Blibli is signalling to the market that retention and loyalty can be driven as much by what happens after the sale as before it.

This campaign also doubles as Blibli’s 14th anniversary celebration. Through the Festival 14th #NoBlablaDiBlibli, customers enjoyed daily thematic promotions from 17-24 July, culminating in a four-day SurPRIZE discount blitz from 25-28 July.

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