‍Nofi Bayu Darmawan is the founder and CEO of Komerce, an end-to-end e-commerce enabler for Indonesian SMEs.

They’ve empowered more than 700+ village youth by training them in the e-commerce field and work with SMEs to streamline and strengthen their digital ecosystem.

Komerce has been EBITDA positive since 2022 and is backed by investors like Achmad Zaky (Founder, Bukalapak), Indigo (A Telkom Indonesia arm) and 500 Global.

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👋🏼 How would you explain your job to someone outside tech?

I’m building an end-to-end e-commerce Operating System (OS) for Indonesian SMEs to streamline processes and cut costs. My team and I are doing this through the Komerce ecosystem.

We support SMEs by providing skilled talent (Komtim) for digital commerce. We recruit young talent from Central Java, particularly Purbalingga Regency, one of the region’s lowest-income areas, to work on e-commerce operations.

By creating e-commerce job opportunities, we’re reducing unemployment in Central Java and helping urbanize rural areas by connecting them with larger cities through e-commerce.

We’ve also launched systems for shipping management (Komship and Kompack), partnering with delivery services to ensure smooth operations. Managing multiple e-commerce platforms can be a challenge for SMEs, so we offer marketplace management services (Komplace) to simplify the process. Komerce offers a fully integrated e-commerce solution for SMEs, and we’re continuously working to strengthen the digital SME ecosystem in Indonesia.

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🧐 What's something about you or your job that would surprise us?

When I first started Komerce in my rural hometown of Purbalingga Regency, Central Java, the conditions were far from what you’d expect for a tech startup.

Wifi was scarce, and instead of sleek office spaces in high-rise buildings like those in Jakarta, I set up our first office in a modest house. Villagers, curious and eager to learn, would gather around with their portable laptops as I trained them in e-commerce operations.

One day, a local school teacher walked in, thinking we were offering wifi as a service. She saw so many people huddled with laptops and assumed it was a hotspot.

That moment has stuck with me, it was both funny and humbling. It was surprising for many in the village, as we were introducing a completely new type of business compared to the traditional ones in rural Indonesia.

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🏆 What has been the biggest highlight of your career so far?

‍When I left my position at Indonesia's Ministry of Finance, it was a decision that a lot of people couldn’t understand, especially those from my rural hometown.

In Indonesia, many aspire to move to big cities and land government jobs, but I wanted to take a different path. I had this vision of starting an e-commerce business that could make a real difference for millions of SMEs in Indonesia, helping them easily venture into the digital economy.

We started small, but I’m proud of what we’ve achieved. We’ve attracted global investors, and last year, our revenue tripled compared to 2022. Since then, we've been EBITDA positive, and our team has grown to over 100 people.

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🔍 What's a startup trend or space you're watching this year?‍

One trend I’m really watching this year is the mindset shift around the so-called "tech winter." A lot of investors are talking about it as a major challenge, but I think we need to start viewing it as the new normal.

Instead of seeing it as a hurdle, founders should adapt and keep pushing forward. Many startup founders come from prestigious backgrounds, with Ivy League degrees and impressive portfolios.

I don’t have that. I’m just a local university graduate from Indonesia. But that didn’t stop me from identifying a viable business concept in the rising e-commerce industry and making it work. To me, innovation and persistence can take you far, regardless of your background. If the idea is strong and meets a real need, founders can still find ways to make their visions happen, even in a more challenging environment.

The other space I’m watching closely is the digital industry. The pandemic sped up its growth, and we’re seeing unprecedented levels of digital penetration in this region.

Even businesses that were once considered very traditional are now embracing e-commerce to stay relevant. The opportunities in this space are massive, and I believe it holds incredible potential for innovation and growth, especially in Southeast Asia.

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💼 What advice would you give someone starting out in your industry?

My advice will be for aspiring founders.

First, utilize your resources strategically, even if you have unlimited resources, how you use them matters.

When I started my company in rural Indonesia, it wasn’t just to save costs, but to tap into the potential of lower labor costs with the same efficiency as big cities like Jakarta. One common challenge in rural areas is finding talented individuals with the right skills. We solved this by partnering with local universities to recruit skilled talent. For example, when our operations involved manufacturing, we worked with engineering graduates. This approach not only helped us find the right talent but also gave young people the opportunity to gain practical experience. So, being strategic with how you utilize resources is key.

Second, don’t be afraid to think globally and chase your dreams.

I come from a humble background, and my business targeted the local Indonesian market, but that didn’t stop me from pitching to investors from all over the world. Don’t worry about how others might perceive your business. Instead, focus on making your concept strong enough to impress. When I pitched to international investors, it was all done virtually, and I didn’t meet them face-to-face until we closed the funding round. Don’t let location limit your vision, think big and go after your dreams.

Lastly, listen to your customers.

Your customers are the ones paying for your product or service, so it’s crucial to gather feedback and learn from them. They will help you identify problems and areas that need improvement. When I first started, my customers were my friends, and by listening to their feedback, I learned what we needed to improve to build the foundation that Komerce has today. Engaging with your customers is the best way to refine your offering and boost your company’s efficiency and productivity.

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🗣 What's one thing you can keep talking about for hours?

Sorry if it's a little too serious, but it would have to be marketing.

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🎥 What's your favorite movie/TV show?

‍I’m not really into books or movies.

I prefer to get my knowledge from LinkedIn posts and podcasts. I listen to podcasts featuring figures like Elon Musk and Sam Altman. The algorithm on Youtube has done a pretty good job feeding me such content.

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🍨 What's your go-to ice cream flavor?‍

Chocolate‍

FYI. We've edited this interview for clarity.