November 30, 2023

Brad Marolf

Business & Finance Wonders

Inside of Jeff Bezos’ initially expense in Indonesian e-commerce

Billionaire Amazon founder Jeff Bezos made his very first investment in a Southeast Asian e-commerce start out-up final thirty day period.

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

And its founders? Some of Bezos’ former personnel.

“It was incredibly fortunate and a substantial lover boy instant for me,” Ula CEO Nipun Mehra, 40, advised CNBC Make It.

Enterprise encouraged by Bezos

Indonesian e-commerce commence-up Ula is a wholesale market aiming to modernize the country’s millions of mom-and-pop kiosks, or warungs, by providing stock and shipping services as very well as funding.

Founded in January 2020 by CEO Mehra, the enterprise has thrived less than a pandemic-induced shift to electronic, so far raising over $117 million in funding from major names like Tencent and Lightspeed Enterprise Associates.

1 among the them is Bezos, whose loved ones business Bezos Expeditions invested an undisclosed sum just after a person of the start off-up’s early backers informed him about Ula.

The regular way of doing e-commerce doesn’t operate … So you have to locate other ways of doing it.

Nipun Mehra

co-founder and CEO, Ula

Although Mehra has never ever fulfilled the billionaire founder, he worked underneath him as a software engineer at Amazon’s Seattle headquarters prior to joining e-commerce large Flipkart in his native India.

Like Bezos, Mehra yearned to be an entrepreneur. But it was not until many years afterwards, whilst working as an investor at Sequoia India, that he saw an prospect to adapt the traditional e-commerce product for a new sector: small food kiosks in Indonesia. 

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


“The typical Amazon, Flipkart — or below in Southeast Asia we have Shopee, Lazada, Tokopedia and so on — has been extra on the non-foods facet. Foods is a pretty unique way of running factors,” said Mehra.

“Typically in rising economies, their income profile is these that they have to buy often and in little baskets. The instant you get into that dynamic, the common way of undertaking e-commerce won’t function. You cannot produce a three-, 4-, 5-greenback basket to somebody’s residence and do it profitably … so you have to come across other means of executing it.”

Adapting e-commerce for Indonesia

Indonesia is property to hundreds of thousands of street stalls, identified as warungs, selling every day necessities this kind of as food items and house goods.


They are an integral part of culture, especially in the lesser metropolitan areas and provinces outside the capital Jakarta, accounting for virtually three-quarters (72%) of the country’s $47 billion consumer products gross sales.

Nevertheless lots of still depend on common means of replenishing their supplies by shuttering their merchants when they visit wholesalers to stock up wares. 

They are incredibly confined by the actual physical footprint that they can accessibility.

Abheek Anand

handling director, Sequoia India

“They are essentially run by a person or two people today, who act like shoppers. They have the business they need to procure things for themselves to offer,” Abheek Anand, a managing director at Sequoia India, a single of Ula’s traders, instructed CNBC Make It.

“For them to tap into offline source chains is essentially very inefficient. They have to go to the area sector, devote hrs figuring out what to buy, exactly where to acquire it from. By and large, they are very constrained by the physical footprint that they can obtain,” he added.

Drawing on Amazon know-how

Mehra wanted to simplify that procedure by generating a small business-to-small business system that would enable stallholders to order stock at aggressive costs and have it shipped to their store for a smaller payment. 

So, he called on his contacts in the e-commerce area to help him comprehend the eyesight. 

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 staff.

“We’ve learned all this things in Amazon, we’ve realized all this stuff at company school. How do we deliver some of that into this very little smartphone and assistance them the two make a lot more funds as effectively as save far more income?,” said Mehra.

Powering up in the pandemic

The company bought off to a steady start. But within just months of launching in January 2020, the pandemic hit, building demand for services like Ula a lot more urgent. 

Lockdowns designed it more durable for stallholders to source goods from wholesalers, even as customer desire for every day necessities grew. That brought about several mother-and-pop shops to pile on to the system. 

The need to have in the industry just absolutely switched. In lockdown, your very first priority is to get your foods, is to get issues that you eat.

Nipun Mehra

co-founder and CEO, Ula

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


“The most fascinating addition to the business is Jeff Bezos, who’s invested, which is certainly pleasant validation for the organization. But there are a selection of other definitely smart people who have joined us along the way,” said Sequoia India’s Anand.

An formidable development agenda

In October 2021, Ula closed its Series B round, raising $87 million. Mehra said the cash will go toward expanding its present marketplace providing, as perfectly as launching a so-termed buy now, pay out later on company to provide stallholders with small financial loans.

In just the next 18 months, the CEO hopes to quadruple the number of merchants Ula works with from 70,000 today to 300,000. He also hopes to help merchants expand into new categories such as clothing and technological innovation, with the supreme objective of doubling their earnings. 

That is what will lead to a new variety of retail. Not one thing which we have found in the U.S. … It will be an Indonesia-specific, distinctive alternative.

Nipun Mehra

co-founder and CEO, Ula