Go-Jek continues its expansion to big cities by invading Makassar per tomorrow (Aug 8). This would be the company’s second expansion outside Java Island, after previously being available in Bali. Initially Go-Jek will only serve transportation and couriers, as well as shopping, before adding Go-Food in next few weeks.

Although the number of units it provides remain undisclosed, the expansion marks the significance of Makassar and Go-Jek identifies the service’s economic necessities quite well. During the promotion period, customers in Makassar can use the service by paying only Rp 10 thousand, just like in other cities. As usual, every order must be made through its Android and iOS-based app.

Go-Jek users’ complaint

Unfortunately, Go-Jek’s quality remains stagnant despite the service becomes more mainstream. Consumers in Jabodetabek, for instance, start having difficulties in finalizing an order even after submit it more than once.

This situation of Go-Jek kind of reminds us of what happened to Homejoy, former Silicon Valley’s favorite startup. With big money and quick expansion, Homejoy offered an informal domestic service at promotional rate. Once the promo period was over, no one used Homejoy any longer. After facing a number of legal problems, the service was finally forced to be closed.

We perceive that Go-Jek’s situation and Homejoy’s are different, as people will always need transportation service. Moreover, the problematic traffic situation in Indonesia keeps the demand sky high. Problem is, once the consumers are fed up of getting trouble in ordering, they will grow apathetic and stop ordering.

Let’s hope that Go-Jek doesn’t only focus on expansion, but also retaining the service quality as well.