Tokopedia enters wedding industry, buying Bridestory

Indonesian e-commerce platform Tokopedia has acquired local wedding-service marketplace Bridestory, which allows users to plan their big day on their smartphones.

Bridestory targets the Southeast Asian wedding market, connecting couples with venues, organizers and vendors/service providers in the wedding industry. It has reportedly connected more than 3.5 million customers with at least 27,000 wedding vendors annually.

“It all started with a web application,” said Bridestory CEO Kevin Mintaraga, “then we slowly saw the change in behavior as people became more mobile-centric. We also wanted to help brides to plan their wedding anywhere and anytime with their smartphone”.

The Tokopedia acquisition includes Bridestory’s new service, Parent story, which help parents and expecting parents connect with age-specific activity providers for their kids.

Tokopedia has stated that the site will continue to operate independently, while Kevin Mintaraga will join Tokopedia’s management in a VP role.