Bukalapak, one of Indonesia’s leading e-commerce platforms, has quietly harnessing the power of an AI-powered people management system to fight attrition.

Launched in 2010, Bukalapak has built a digital ecosystem that touches nearly every corner of Indonesia’s commerce landscape. With over 130 million users and 16.8 million MSME partners, the company processes more than two million transactions daily.

But such rapid growth and continual business pivots – from physical to virtual goods, and from singular focus to “all-commerce” – have brought complex HR challenges. For one, some roles have become obsolete. Meanwhile, hiring people for new roles that emerged with the rise of AI has become quite challenging.

The situation pushed Bukalapak to adopt AI-powered HR management technology back in 2022, marking a shift from reactive problem-solving to data-driven anticipation. By centralising operations on the Darwinbox platform, the company has eliminated the inefficiencies of fragmented, manual processes that lead to 5% worth of savings in its annual budget.

Tech-powered internal mobility and satisfaction

With external hiring becoming a challenge, Bukalapak leveraged its smart HR management tech to spur internal mobility across its workforce, focusing on reskilling existing talent. The AI-powered tools embedded in the HR tech allowed them to launch an effective individual development plan that opened career transition opportunities.

The system also helped the company match candidate skills for the right roles to make informed internal hiring decisions. With employees transitioning to positions where they can thrive, chances of burnout and attrition have become less likely. It also solves the problem of costly external hiring in a very volatile period.

The switch to a unified HR management platform also made a positive impact on employee experience. Darwinbox allowed Bukalapak to digitalise and customise HR workflows, making processes such as travel, remote work, and e-clearance requests and other notifications seamless.

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AI-powered features

The benefits of having an integrated AI-powered HR tech continue to revolutionise Bukalapak’s HR operations. Some of the smart features the platform provides include:

Predictive analytics

AI can identify employees at risk of leaving by analysing patterns in performance, engagement, or even communication. Organisations using such tools report up to 25% reduction in attrition.

Sentiment analysis

By mining internal communication and survey data, AI can detect early signs of stress or disengagement, enabling HR to proactively intervene before burnout sets in and leads to resignations.

Personalised learning

Machine learning tailors learning and development paths to each employee’s needs and aspirations, improving engagement and retention by up to 15%.

Task automation

Automating repetitive administrative work frees employees to focus on higher-value tasks, reducing the risk of burnout from “task fatigue”.

These tools, when used thoughtfully, turn HR from a back-office function into a true strategic partner – one that can anticipate problems and offer solutions before they escalate.

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A blueprint in the HR space

Bukalapak’s AI-powered HR transformation offers a blueprint for others. The company’s success isn't just about adopting the latest technology. It's about using it to create a workplace that is efficient, transparent, and, most importantly, human-centred.

The future will demand even more personalisation. AI will tailor every aspect of the employee experience, from career paths to work schedules, to individual needs. Companies that balance innovation with empathy, and automation with ethical governance, will build resilient, loyal, and high-performing teams.

For Bukalapak, the journey is ongoing. With its foundation of AI-driven HR, the company is well positioned to adapt to new business realities, support its employees, and maintain its status as an employer of choice in Indonesia’s dynamic digital economy.

By harnessing AI, the company is not just streamlining HR processes. It’s putting a dent in the persistent problems of employee burnout and attrition and proving that other firms can also achieve similar transformative results by focusing on human-centred AI solutions.

This means leveraging AI not just for efficiency, but to genuinely improve employee wellbeing, satisfaction, and engagement.