Ula raises $20 million to expand its e-commerce marketplace in Indonesia

Ula raises $20 million to expand its e-commerce marketplace in Indonesia

Tokopedia, Lazada, Shopee, and different companies created an e-commerce market in Indonesia up to now decade, making it doable for customers to buy on-line within the island nation. But as is true in different Asian markets, most small retailers and mom-and-pop shops within the Southeast Asian nation nonetheless face a myriad of challenges in sourcing stock and dealing capital, and proceed to depend on an age-old provide chain community.

Nipun Mehra, a former government of Flipkart in India, and Derry Sakti, who oversaw shopper items big P&G’s operations in Indonesia, started to discover alternatives to handle this in 2019.

“Much like India, a lot of the Indonesian retail market is unorganized. In the meals and vegetable class, as an example, there are many farmers who promote to brokers, who then promote to mandis (markets). From these mandis, the stock goes to small wholesalers, and so forth. There are plenty of gamers within the chain,” stated Mehra, whose earlier stints embody working at Sequoia Capital India, in an interview with TechCrunch.

Mehra and Sakti co-founded Ula in January of 2020. With Ula, they’re attempting to arrange this sourcing and provide chain for small retailers so that there’s a one-stop store for everyone.

Despite the pandemic, Ula made inroads within the Indonesian market final yr and as we speak serves greater than 20,000 shops. And naturally, buyers have observed.

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From left to proper: Derry Sakti, Nipun Mehra (display screen), Riky Tenggara, Ganesh Rengaswamy (display screen), Alan Wong, and Dan Bertoli. Photo credit score: Ula

On Thursday, Ula introduced it has raised $20 million in a Series A financing spherical. The spherical was led by present investor Quona Capital and B Capital Group. Other present buyers together with Sequoia Capital India and Lightspeed — that financed Ula’s $10.5 million Seed spherical in June final yr — have additionally participated within the Series A.

“If you have a look at the entire retail worth chain, particularly for important items, FMCG, staple, and recent produce, it’s considerably fragmented,” stated Ganesh Rengaswamy, Managing Partner at Quona Capital, in an interview. “Whereas the market has moved on when it comes to with the ability to extra effectively consolidate, demand and provide. Ula is attempting to redo the retail distribution ecosystem with a major know-how overlay. It’s connecting a few of the largest gamers within the provide facet to the smallest retailers and customers.”

Additionally, Ula is offering these micro retailers, who often function from small outlets which might be extensions of their houses, with working capital in order that they don’t have to attend to be paid by their clients to purchase the brand new batch of stock. (It’s a severe problem that micro-retailers face in Asian markets. These outlets have robust bonds with their clients, so usually they promote them objects with out getting paid upfront. Collecting this cost usually takes longer than it ought to.)

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“Frictionless cost and providing credit score to retailers in order that they’ll extra effectively handle their cashflow are vital parts of recent digital commerce,” stated Rengaswamy. For Quona, which has backed a number of e-commerce and fintech startups in Asia, Ula checks each the bins.

Mehra stated final yr was largely about increasing the Ula group and constructing the know-how stack. The startup now plans to deploy the capital to achieve extra small retailers and develop throughout the nation.

Indonesia will stay Ula’s focus market. The alternative within the area itself may be very massive. The retail spend is anticipated to surpass $0.5 trillion over the following four years, stated Kabir Narang, Founding General Partner at B Capital Group, in a press release. Traditional in-store retail accounts for practically 80% of the full retail market, in keeping with some estimates.

Ula presently operates within the FMCG and meals and vegetable areas, however it intends to broaden its choices to incorporate attire and finally electronics.

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Just a few extra issues from my notes:

  • Like many different startups in Asia, Ula largely depends on feet-and-street gross sales folks to unfold the phrase out about its choices and onboarding new outlets. The key to rising, stated Mehra, is to get a number of retailers who’re very pleased with the providers and see its worth after which inform their associates about it. It’s a studying he credited to Indian business-to-business e-commerce platform Udaan co-founders Amod Malviya, Vaibhav Gupta and Sujeet Kumar, whom he labored at Flipkart again within the day. Udaan co-founders have backed Ula.
  • Electronics is a class that may be very widespread amongst B2C and B2B e-commerce platforms. Mehra stated he has at all times identified that the startup might develop to electronics, so it has chosen to concentrate on different classes first that check the provision chain community.
  • Indonesia contains of greater than 17,000 islands, however solely a handful of islands together with Java and Sumatra contributes most to the GDP.
  • I requested Quona’s Rengaswamy to attract parallels between e-commerce and funds markets of India and Indonesia. He stated India has made extra inroads with creating frictionless funds. But on the flip facet, this has created potential for startups in Indonesia to unravel further challenges.


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