Indonesian housewife Novi Ristyanie was shopping on e-commerce start-up Bukalapak last year when she stumbled upon a glittering offer to "buy gold online easily and cheaply from only 100 rupiah", which is about one Singapore cent.
Intrigued, the 34-year-old opened an account on the app's BukaEmas gold investment feature, bought $5 worth of the precious metal and grew her investment "little by little" to $400.
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