The Shonet

The Shonet, an abbreviation for "Shopping Network," is an Indonesian-based social commerce platform targeting the fashion, beauty, and lifestyle sectors. Founded in 2017 by Elisabeth Kurniawan, who also serves as CEO, the company aims to redefine the online shopping experience for Millennials and Gen Z consumers in Indonesia. Kurniawan's background includes extensive experience in the fashion industry, having worked for international brands like Cartier and Saint Laurent, and serving as the Editor-in-Chief for POPBELA.com. This experience gave her insight into the need for a credible platform that could connect consumers with reliable product information and industry experts.

The Shonet operates as a content-driven social network that integrates commerce. It provides a platform for industry insiders—such as stylists, makeup artists, and influencers—to create and share content, including editorial-style articles and curated looks. This model addresses a key market gap: consumers seeking trustworthy information and expert advice before making purchasing decisions. The platform serves a broad user base, which it reported as having 10 million users by mid-2020, and collaborates with over 570 fashion and beauty brands. The primary target demographic is women aged 18 to 35.

Revenue generation for the platform is multifaceted, involving brand collaborations and advertising. For its network of influencers, or "Insiders," The Shonet enables monetization through brand campaigns, exclusive product offerings, events, and direct product sales. In August 2020, the company officially launched its social commerce service, allowing users to earn commissions through referrals and content sharing from the platform's official brand collections. This strategic move further embeds commerce within its community-focused ecosystem. In March 2019, The Shonet secured an undisclosed amount of seed funding from Maloekoe Ventures, which was allocated towards enhancing its technology infrastructure, marketing efforts, and team expansion.

Keywords: social commerce, fashion tech, beauty tech, Indonesian startup, content commerce, influencer marketing, lifestyle platform, e-commerce, Millennial consumers, Gen Z shoppers, digital retail, online marketplace, creator economy, brand collaboration, The Shonet, Elisabeth Kurniawan, Maloekoe Ventures, Southeast Asia tech, fashion editorial, beauty influencers