April 15, 2024

Tricia Oak

Business & Finance Excellency

Inside Jeff Bezos’ first investment in Indonesian e-commerce

Billionaire Amazon founder Jeff Bezos made his initial expenditure in a Southeast Asian e-commerce start-up final thirty day period.

But it truly is in not one of the region’s billion-greenback unicorns. It is in a mom-and-pop store get started-up that’s been all around for fewer than two a long time.

And its founders? Some of Bezos’ former staff.

“It was incredibly fortunate and a huge enthusiast boy minute for me,” Ula CEO Nipun Mehra, 40, told CNBC Make It.

Organization inspired by Bezos

Indonesian e-commerce commence-up Ula is a wholesale marketplace aiming to modernize the country’s millions of mom-and-pop kiosks, or warungs, by providing inventory and supply companies as well as funding.

Founded in January 2020 by CEO Mehra, the corporation has thrived beneath a pandemic-induced shift to digital, so far raising over $117 million in funding from huge names like Tencent and Lightspeed Undertaking Partners.

One among the them is Bezos, whose relatives business Bezos Expeditions invested an undisclosed sum soon after a person of the begin-up’s early backers explained to him about Ula.

The traditional way of executing e-commerce does not do the job … So you have to obtain other means of executing it.

Nipun Mehra

co-founder and CEO, Ula

Though Mehra has never fulfilled the billionaire founder, he worked under him as a program engineer at Amazon’s Seattle headquarters in advance of signing up for e-commerce giant Flipkart in his native India.

Like Bezos, Mehra yearned to be an entrepreneur. But it wasn’t right up until decades later, when working as an trader at Sequoia India, that he saw an option to adapt the traditional e-commerce design for a new market: small food kiosks in Indonesia. 

Nipun Mehra, co-founder and CEO of Indonesian e-commerce market Ula.


“The usual Amazon, Flipkart — or listed here in Southeast Asia we have Shopee, Lazada, Tokopedia and so on — has been extra on the non-food items facet. Food items is a pretty distinctive way of operating things,” said Mehra.

“Usually in rising economies, their income profile is these types of that they have to buy commonly and in smaller baskets. The moment you get into that dynamic, the regular way of accomplishing e-commerce does not do the job. You are unable to deliver a 3-, 4-, five-greenback basket to somebody’s property and do it profitably … so you have to uncover other ways of carrying out it.”

Adapting e-commerce for Indonesia

Indonesia is property to thousands and thousands of road stalls, identified as warungs, selling everyday necessities such as food items and home merchandise.


They are an integral portion of culture, especially in the scaled-down cities and provinces outside the capital Jakarta, accounting for practically three-quarters (72%) of the country’s $47 billion consumer goods revenue.

However several still count on standard means of replenishing their materials by shuttering their suppliers when they visit wholesalers to stock up wares. 

They are incredibly constrained by the bodily footprint that they can accessibility.

Abheek Anand

managing director, Sequoia India

“They are essentially run by 1 or two people, who act like individuals. They personal the business they need to have to procure things for themselves to sell,” Abheek Anand, a handling director at Sequoia India, 1 of Ula’s investors, instructed CNBC Make It.

“For them to tap into offline offer chains is really very inefficient. They have to go to the community current market, shell out hours figuring out what to acquire, where to get it from. By and huge, they are quite constrained by the physical footprint that they can entry,” he included.

Drawing on Amazon knowledge

Mehra wanted to simplify that process by creating a organization-to-small business platform that would help stallholders to order stock at competitive costs and have it sent to their retail store for a compact cost. 

So, he named on his contacts in the e-commerce house to aid him recognize the vision. 

Ula co-founders Riky Tenggara, Derry Sakti and Alan Wong.


His former colleague from Amazon, Alan Wong, Riky Tenggara from Lazada, and Procter & Gamble executive Derry Sakti rounded out the founding workforce.

“We’ve learned all this stuff in Amazon, we have learned all this stuff at business university. How do we carry some of that into this little smartphone and assistance them the two make more income as nicely as save extra dollars?,” explained Mehra.

Powering up in the pandemic

The business received off to a steady start. But in just months of launching in January 2020, the pandemic strike, generating need for services like Ula much more urgent. 

Lockdowns created it harder for stallholders to supply goods from wholesalers, even as buyer need for day by day necessities grew. That triggered many mother-and-pop shops to pile onto the system. 

The need to have in the sector just absolutely switched. In lockdown, your very first priority is to get your foodstuff, is to get factors that you consume.

Nipun Mehra

co-founder and CEO, Ula

Ula onboarded tens of hundreds of merchants onto its system for the duration of the height of the pandemic.


“The most interesting addition to the firm is Jeff Bezos, who’s invested, which is obviously great validation for the organization. But there are a quantity of other seriously good men and women who have joined us together the way,” stated Sequoia India’s Anand.

An ambitious expansion agenda

In Oct 2021, Ula closed its Series B round, raising $87 million. Mehra said the cash will go toward growing its existing market offering, as properly as launching a so-known as acquire now, shell out later on support to supply stallholders with small financial loans.

In just the following 18 months, the CEO hopes to quadruple the quantity of merchants Ula will work with from 70,000 today to 300,000. He also hopes to help merchants expand into new categories such as clothing and know-how, with the top purpose of doubling their revenue. 

That is what will lead to a new kind of retail. Not a little something which we have seen in the U.S. … It will be an Indonesia-distinct, one of a kind alternative.

Nipun Mehra

co-founder and CEO, Ula