Meet Kitabeli! This social commerce platform has just raised another $20M, and they're coming for Indonesia's small towns.

• Founded in 2020, they've grown 10x in six months and claim that they're the largest D2C social commerce platform in Indonesia.

Investor check. Glade Brook Capital Partners led the round. AC Ventures, Go-Ventures and InnoVen Capital also joined in.

• Last year, they raised a $10M Series A and a Series A extension.

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🏡 Small town struggles

Indonesia's Tier 2 and 3 cities are a $100M market thanks to their 200M consumers that contribute to over 50% of Indonesia's GDP. Yet, they face a ton of problems that Kitabeli's here to solve.

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😉 The Kitabeli difference

Say bye to high prices. Outside of big cities like Jakarta, people pay 10%–50% more for products. (We know, crazy!)

• They buy directly from brands and principals to keep prices low for people like you and I.

Hi, same-day and next-day deliveries! Logistics infrastructure beyond Tier 1 cities sucks and make deliveries take ages, so they have small warehouses in every city they operate in.

No more trust issues. (With product authenticity, of course!) They incentivize users, especially community leaders, to invite friends and family to use the app.

• This allows them to bring in customers who have never bought online before. Plus, it establishes user loyalty to bring better long-term margins.

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🛒 How it works

Just make an order on their app! Share with friends and group buy to earn incentives and save more.

• Each user typically spends $5–$10 per order, and each group buy is around 5–25 people.
• Typical purchases are staples like rice, oil, sugar, milk and personal care items.

FMCG focus. They started with FMCGs since they're bought the most often. This helps them sell out inventory faster and lowers the amount of stock and space used within warehouses, which reduces their costs.

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💁🏻‍♀️ Small town girls, get ready!

With the new cash, they'll be expanding to more small cities in Indonesia and doubling down on new product categories, including beauty, mom and baby products, frozen food and personal care.