What You Will Learn
- ✅ How Spikoe Resep Kuno built WhatsApp into the channel behind around 90% of its online revenue
- ✅ How Spikoe Resep Kuno grew monthly orders from around 200 to around 600, roughly 3x, after rolling out Qiscus Shop
- ✅ How Qiscus cut peak-season response times by roughly 80%, from as long as 6 to 7 hours
- ✅ How 24-hour ordering turned after-hours demand into captured orders, then became the top 3 online sales channel within months
- ✅ How Spikoe Resep Kuno moved less tech-comfortable buyers onto self-serve ordering without disrupting the loyal senior base
About Spikoe Resep Kuno
Spikoe Resep Kuno is a cake and pastry business with a single store in Surabaya and a following that has ordered from it for years. It has always been WhatsApp-first, though not by chasing trends. It started the way many local shops did, taking orders over the phone one call at a time, and moved the conversation to WhatsApp once answering every order by phone stopped being possible.
Its customers are a mix: loyal regulars who return to reorder, alongside newcomers still exploring what to buy. For Spikoe Resep Kuno, WhatsApp is not a marketing experiment. It is the storefront, and close to 90% of online sales run through it.
Challenges Spikoe Resep Kuno Faced
For a long time, WhatsApp worked because people made it work. But a business built on a single, busy line eventually hits limits that are easy to ignore until they start costing real money.
A Hard Ceiling on WhatsApp Business
WhatsApp Business capped Spikoe Resep Kuno at just five connected devices, so agents had to take turns between replying to chats and answering calls.
Peak Season Overwhelmed the Team
Every big season, from Imlek to Idul Fitri, inbound chats climbed into thousands per day. Agents worked chats from the bottom up, re-treading older threads as new ones piled on. Response lead times stretched to 4 or 5 hours, and as long as 6 to 7 at the worst peaks, even with the team scaled up to as many as 20 agents.
Fragmented, Manual Fulfillment
Payments were mostly manual transfers, and shipping receipts were copied out by hand on request, adding load on both the service team and accounting.
A Storefront That Closed at Night
Because ordering depended on staff being online, anything that arrived late at night waited until morning. The demand was there around the clock. The capacity to answer it was not.
A Younger Segment With No Fast Path
Loyal older customers were well served by human chat, but younger, e-commerce-native buyers wanted to order in seconds, on their own, at any hour. That self-serve path did not exist yet.
What Spikoe Resep Kuno Aimed to Achieve
The shift began with a new, more tech-comfortable member of the owner’s family, who was unwilling to accept that growth had to mean an ever-larger team. From that came a focused set of goals for the channel.
1. Make WhatsApp Ordering Genuinely Easy
Build an ordering experience inside WhatsApp that even less tech-comfortable customers would prefer, so that buying feels faster than calling.
2. Open a 24-Hour Self-Serve Ordering Channel
Introduce a self-serve ordering platform that runs 24 hours inside WhatsApp, so demand outside working hours turns into real orders the moment it arrives, instead of waiting overnight for the next shift.
3. Ease the Peak-Season Chat Load
Take part of the seasonal order volume off the manual chat queue, where response times were reaching 6 to 7 hours.
4. Free Agents for the Conversations That Need a Human
Take routine order-taking off the team, so agents can focus on the cases that genuinely need personal attention.
Solutions Implemented
Working with Qiscus, Spikoe Resep Kuno rebuilt the ordering journey from the inside of WhatsApp outward, with automation carrying the routine path and people reserved for the moments that truly need them.
WhatsApp Commerce: Guided Ordering Inside the Chat
Qiscus WhatsApp Commerce brings Qiscus Shop, WhatsApp Catalog, and WhatsApp Flows into one guided path. Instead of typing codes into a menu, a customer browses the catalog, fills a short form, and pays through the built-in gateway, all without leaving the chat.
Connected Through to Fulfillment
WhatsApp Commerce is wired into Spikoe Resep Kuno’s internal Smart System, carrying an order through to production and finance, and into delivery couriers including Paxel. The order does not stop at the chat. It flows into operations.
Automation First, Humans for the Hard Cases
Through Qiscus Omnichannel Chat and Helpdesk, a conversation only moves to a human when it should: when a customer loops in the flow, an order sits unpaid, or the customer asks to talk to someone. Supervisors can see where a buyer stalls and step in, and valued regulars are always one tap away from a person.
A Store That Never Closes
Because the flow runs on its own, the store no longer closes when the team logs off. A customer can place an order at any hour and simply choose when it should arrive.
A Complement, Not a Replacement
Qiscus Shop was designed to sit beside manual chat and phone, not to replace them. Customers who prefer a human still get one, while self-serve carries the buyers who want speed.
How Spikoe Resep Kuno Leverages the Solution Across the Customer Journey
A customer opens WhatsApp, moves through the catalog and a short form, pays, and is done, guided at every step. For the many buyers comfortable with the flow, the entire order completes without a single message to an agent.
The most telling sign came at the start. Qiscus Shop went live in early 2026 with no promotion behind it, yet by February it was already taking around 200 paid orders, with daily peaks near 30. A month later, in July, that had more than tripled to about 500. Adoption came from the experience itself, not from a campaign. Meanwhile, offloading routine orders eased the manual chat queue, so during peak seasons the replies that once took 6 to 7 hours came far faster.
When something needs a person, the handover is clean. A customer who gets stuck, stalls at payment, or simply prefers to talk is routed to an agent, while supervisors watch the drop-off points and follow up on quiet conversations. Once an order is confirmed, nothing has to be re-entered by hand. Through the Smart System integration, the order carries through to production, finance, and the delivery couriers, so the work that used to sit on agents now moves on its own.
| Before | After | |
|---|---|---|
| WhatsApp ordering | Manual chat with an agent | Guided WhatsApp Flows, tap-based |
| Ordering hours | Working hours only | 24 hours, self-serve |
| Peak-season response | Waits of up to 6 to 7 hours | Roughly 80% faster |
| Agent workload | Every order goes through a person | Automation carries routine orders, humans handle exceptions |
| Fulfillment | Manual handoffs | Connected to Smart System and couriers |
Measurable Impact of Using Qiscus
1. WhatsApp Became a Top 3 Sales Channel Within Three Months
Since launching in February 2026, WhatsApp Commerce has climbed to become Spikoe Resep Kuno’s third-largest sales channel, behind only phone and manual chat, and ahead of the website and Shopee.
2. Peak-Season Response Time Cut by ~80%
During the busiest seasons, replies that once took as long as 6 to 7 hours now come far faster, a reduction of roughly 80%. Beyond removing the old five-device cap, Spikoe Resep Kuno’s agents lean on Qiscus’ Quick Replies, sending consistent answers to common questions in a tap, so each agent handles more conversations without sacrificing quality.
3. 24-Hour Ordering, Zero Overnight Backlog
The line that once went quiet after working hours now takes orders at any time. Through Qiscus Shop, late-night demand that used to wait until morning, and sometimes cooled off entirely, is now captured the moment it happens.
4. Around 200 to 600 Paid Orders Monthly
From about 200 paid orders in February (with daily peaks near 30), Qiscus Shop more than tripled to about 600 in July.
5. Day-One Adoption With Zero Promotion
The system earned its first sale on the day it launched, with no promotion behind it, and has kept converting cautious, first-time digital buyers ever since. Adoption came from the experience itself, not from a marketing push.
6. 90% of Online Revenue, Now Self-Serve
WhatsApp still carries around 90% of Spikoe Resep Kuno’s online revenue. The difference is that this critical channel no longer needs an agent behind every transaction to keep running.
What Spikoe Resep Kuno Said
“For years our customers ordered from us on WhatsApp, and many of them are not the type to learn a new app. What changed is that now every customer can complete an order themselves, at any hour, without waiting for us. It also opened us up to a wider audience, including the younger, e-commerce-comfortable buyers we could never really reach through manual chat. And the remarkable part is how little effort it takes on our side. It generates sales on its own, without us having to promote it.
Since rolling out Qiscus Shop, our monthly orders have increased from around 200 to 600. With Qiscus Omnichannel, we have been able to reduce our response time by up to 80%. I would definitely recommend Qiscus to business owners in Indonesia, especially businesses that receive orders through WhatsApp.”
Mathias Santoso, Assistant Director of Operations, Spikoe Resep Kuno
Your Storefront Runs on WhatsApp. Does It Work Like One?
Spikoe Resep Kuno’s story comes down to a single, unglamorous truth: if WhatsApp is where your customers already buy, the smartest investment is not another channel, but a better experience inside the one that already works. Guided ordering, availability around the clock, and automation that knows when to bring in a person can lift the customer experience and the economics of the channel at the same time.
If your business runs on WhatsApp and your team is stretched thin by routine order taking, the approach is replicable. Talk to our team at qiscus.com to build your success story.
