Blibli reportedly lays off 400 staff members across divisions

Blibli, one of Indonesia’s major eCommerce players, is said to have carried out another wave of layoffs, affecting staff across multiple divisions including technical, commercial, and advertising roles.

Social media chatter on 24 October suggested the announcement was made during a company-wide townhall, according to Tech in Asia. Sources cited in reports estimate around 400 employees were affected, with some suggesting that even vice-president level executives were not spared.

Blibli has yet to release an official statement confirming or clarifying the layoffs.

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This development follows an earlier round of job cuts in March 2025, when approximately 300 employees across four branch offices were reportedly let go. Those layoffs were said to have mainly affected operational and seller management teams, including staff in seller activation, acquisition, and development.

Announcing its second-quarter earnings, Blibli CEO and co-founder Kusumo Martanto said the company navigated a more cautious consumer landscape in the first half of 2025 amid broader economic headwinds. “While discretionary spending moderated, we remained steadfast in our commitment to operational discipline and strategic execution,” he said.

Operating under Global Digital Niaga, Blibli posted a 22% year-on-year rise in net revenues for the first half of 2025, with 1P retail gross profit before discount more than doubling, which CFO Ronald Winardi said reflects strong momentum for sustained growth through the rest of the year.

During the second quarter, the company expanded its offline retail presence with eight new consumer electronics stores, including monobrand outlets for hello (Apple), Samsung, and Huawei, alongside additional multibrand Blibli stores. As of the end of June 2025, Blibli operated 223 consumer electronics stores, 58 premium supermarket outlets, and 36 home and living experience centres.

“Guided by our long-term strategic plans, we proactively executed targeted initiatives to strengthen profitability and build enduring momentum,” Martanto added. “We refined our product portfolio to emphasise high-value and premium offerings, elevating customer lifetime value without sacrificing cost discipline. At the same time, our marketing investments were rebalanced towards the most efficient channels, improving precision in customer acquisition and maximising return on spend.”

MARKETING-INTERACTIVE has reached out to Blibli for more information.

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