Once Popular with Celebrities, Ular Market Now Faces Dwindling Buyers: Does the Market Have a Future?

Jakarta — The lanes of Ular Market in Plumpang, Koja, North Jakarta, which were once consistently crowded with shoppers, now feel deserted. Several stalls have closed permanently, with owners abandoning their businesses. In some lanes, only dusty display cases and empty clothing racks remain, left behind by proprietors unwilling to return to trading at Ular Market.

Historically, buyers would flock daily to hunt for discounted branded clothing and goods. However, the rise of online retail platforms and the Covid-19 pandemic have gradually dismantled Ular Market’s former glory.

“Online shopping offers great deals, free shipping, and you don’t have to come here and risk getting rained on,” said Ajis Subeni, a clothing vendor aged 55, when interviewed by Kompas.com at Ular Market on Friday, 9 March 2026.

The Covid-19 pandemic also prompted numerous permanent closures at Ular Market. When the pandemic hit in 2020, trading activity was severely restricted, preventing vendors from conducting business as usual. Around 1995, when Ular Market was at its peak, Subeni’s daily turnover could reach 10 to 20 million rupiahs. Now, he often returns home without any earnings. Nevertheless, he has chosen to persist because he owns his own stall and avoids paying rent.

When consumer purchasing power declines or stagnates due to poor economic conditions, the public tends to become more rational in their shopping habits. Consumers increasingly seek more efficient shopping alternatives in terms of pricing and transaction convenience.