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HomeStartupKitaBeli is bringing e-commerce to Indonesia’s small cities – TechCrunch

KitaBeli is bringing e-commerce to Indonesia’s small cities – TechCrunch


Sophisticated provide chains imply that customers in Tier 1 and Tier 2 Indonesian cities usually find yourself paying extra for items than their friends in massive cities, like Jakarta. KitaBeli is on a mission to alter that, with its personal distribution community and a direct-to-consumer social commerce app. At present the startup introduced that it has raised $20 million in contemporary funding led by Glade Brook Capital Companions, together with participation from returning traders AC Ventures and GoVentures, and new backer InnoVen Capital.

TechCrunch coated KitaBeli’s final elevate, a $10 million Collection A, in March 2021.

The funding can be used to develop into extra small cities in Indonesia, and add new product classes like magnificence, private care and mom and child merchandise.

The startup says it has grown greater than 10x in six months and claims to be the biggest direct-to-consumer social commerce platform in Indonesia. It now has greater than 400 staff.

KitaBeli says Indonesia’s Tier 2 and Tier 3 cities make up a $100 billion market, with 200 million shoppers that contribute greater than 50% of Indonesia’s gross home product. However they face extra challenges ordering on-line in comparison with their friends in Tier 1 cities like Jakarta. For instance, lengthy supply occasions, greater costs due to difficult provide chains and belief points as a result of prospects don’t know who’s promoting a product.

To handle these, KitaBeli has opened a warehouse in each metropolis it operates in, enabling same-day and next-day deliveries. It procures merchandise immediately from manufacturers and principals, leading to financial savings that may then be handed on to their prospects. Lastly, it addresses the belief difficulty by means of the social commerce mannequin, by which customers collect folks from their social networks for group buys.

Co-founder and CEO Prateek Chaturvedi tells TechCrunch that when he moved from India (the place his earlier startup GetFocus was acquired by Mokapos), he was struck by the variations and similarities between the Indian and Indonesian e-commerce markets. For instance, e-commerce in Tier 2 cities was underdeveloped in comparison with Tier 1 cities.

“On digging deeper, we discovered that customers in these smaller cities are shopping for on-line for the primary time, and so they face belief points with these faceless providers and need assistance and steering on utilizing the app,” he mentioned. Consequently, KitaBeli experimented with social options in its app, like having brokers, referred to as Mitras, in every neighborhood, referrals and group shopping for.


Quick-moving shopper items have been picked as KitaBeli’s first class as a result of they’re steadily bought. “Since we’re direct to shoppers, we would like customers to construct a behavior of shopping for with us,” Chaturvedi mentioned.

To purchase on KitaBeli, customers open the app, place an order, then obtain incentives for sharing these purchases with their associates. KitaBeli’s buyers use it to buy staples like rice, oil, sugar, milk and private care objects. Chaturvedi mentioned every consumer typically spends $5 to $10 in each order, and every group often consists of 5 to 25 folks.

KitaBeli is ready to scale up its distribution community by opening small warehouses in every metropolis as a substitute of getting massive distribution facilities. “Since we focus totally on FMCG, we’re capable of churn our stock very quick,” mentioned Chaturvedi. “Our system works to attenuate the times of stock for every merchandise. By lowering the quantity of inventory within the warehouse, we capable of cut back the area required as nicely, which reduces the associated fee.”

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