The sound of embroidery machines continues to echo through the narrow alleys of Kramat, Senen, Central Jakarta, an area long known as one of the city’s main centers for security uniforms and official equipment. Along Kramat Pulo Street and Sedap Malam Street, rows of stores offer a wide range of products, including security guard uniforms, duty shoes, insignia, embroidery services, and custom tailoring. Despite maintaining its reputation as a specialized commercial hub, the area is gradually experiencing changes driven by digital commerce.
Store owners acknowledge that customer behavior has shifted significantly in recent years. Prior to the COVID-19 pandemic, physical stores attracted larger numbers of visitors. Today, many consumers prefer the convenience of online shopping, prompting businesses to maintain both physical outlets and online sales channels. According to several merchants, online and offline sales now contribute relatively equally to their revenues.
The changing business environment has also altered the dynamics of competition. Marketplace platforms allow consumers to compare prices more easily, increasing pressure on traditional retailers. Nevertheless, many business owners continue to rely on long-term customers, including security service companies and institutional buyers that regularly purchase uniforms and equipment in large quantities. Custom tailoring services and specialized orders have become increasingly important sources of revenue.
Although online shopping has become more common, many customers still prefer visiting Kramat directly. Buyers often cite the ability to inspect product quality, verify materials, confirm embroidery details, and try on shoes before making a purchase. For institutional buyers, direct inspection remains particularly important to ensure that products meet organizational standards for color, material, and sizing.
According to GREAT Institute Economic Researcher Adrian Nalendra Perwira, the growth of marketplace platforms has not eliminated traditional business centers such as Kramat. Instead, it has changed their economic function. Standardized products that are easy to compare and ship, such as whistles, accessories, and standard footwear, are increasingly purchased online. Meanwhile, products that require precise sizing, custom embroidery, or specification adjustments continue to benefit from the advantages offered by physical stores.
Adrian explained that the most significant transformation has occurred in consumer behavior. In the past, customers visited physical business centers to gather information and compare products across multiple stores. Today, digital platforms largely perform that function. As a result, offline retailers face greater pressure on profit margins because customers often arrive with price information obtained from marketplace applications. At the same time, physical stores continue to bear operational expenses such as rent, utilities, and employee salaries.
Despite these challenges, Adrian believes traditional commercial centers retain strong prospects if they focus on services that cannot easily be replicated online. Consultation services, specification accuracy, tailoring, embroidery, customization, and trust remain key competitive advantages for physical businesses. Many merchants in Kramat have therefore adopted a hybrid approach, using marketplaces as digital catalogs while relying on physical stores for precision services and custom orders. According to Adrian, combining online and offline channels represents the most practical adaptation strategy in the current retail environment.
As shopping habits continue to evolve and digital competition intensifies, Kramat remains an active center for official uniforms and security equipment. The continued operation of embroidery workshops, tailoring services, and specialized retailers demonstrates how traditional business clusters can adapt while preserving their role in Indonesia’s urban economy.
Sources: Kompas.com – Menjaga Denyut Sentra Seragam Dinas di Kramat, Senen
