Social Commerce Platform Super Secures Over 1 Trillion Rupiah Series C Funding

Super social commerce announced a $70 million (over 1 trillion Rupiah) series C funding round led by New Enterprise Associates (NEA), a Silicon Valley-based VC. Also participating in this round, Insignia Ventures Partners, SoftBank Ventures Asia, DST Global Partners, Amasia, B Capital, and TNB Aura.

In fact, a number of angle investors were also involved, including Stephen Pagliuca (Chairman of Bain Capital), Eric Feng (former General Partner of Kleiner Perkins and Gold House), and Moses Lo (Xendit's CEO).

It is said that they have reached $106 million (over 1.5 trillion Rupiah) in total funding since its debut. Also, this is the highest figure for the social commerce vertical in Indonesia. The latest round was announced after a year of Super's $28 million Series B funding led by SoftBank Ventures Asia.

In an official statement today (2/6), Super's Co-founder and CEO, Steven Wongsoredjo said the company will use the additional capital to continue its mission of equal access for people in Kalimantan, Bali, West Nusa Tenggara, East Nusa Tenggara, Maluku, and Papua in the next few years.

One way is to focus on regional expansion for multinational and local FMCG suppliers in rural areas. In the meantime, empowering more community leaders to optimize their income to have a better quality of life.

“The two and third tier cities have 3-5 times lower GDP per capita than Jakarta. However, the cost of consumer goods is higher by 20-200%. In fact, more than 30% of Indonesia's GDP comes from East Java, Kalimantan and East Indonesia. Super is targeting a huge untapped market,” Steven said.

NEA's partner, Andrew Schoen added, “We are thrilled to be able to support the entire Super team. The company is positioned to improve the lives of the 260 million Indonesians living outside the Indonesian capital. Super will continue to improve access to basic goods, create meaningful and rewarding jobs, and streamline supply chains for tier-2, tier-3, and Indonesian rural areas.”

Future plans

Super's Head of Strategy and Business Development, Gisella Tjoanda said, in its fourth year, Super gets the meaning of data collection and analysis as one of the keys to success in launching new SKUs. Therefore, they will expand the engineer team to improve the warehouse management system.

"By applying machine learning, we can help Super make better use of data to expand its SKUs in the future," she said.

Currently, Super has successfully launched two private-label brands to realize product-market fit. The company is to reinvest some of the fresh money to develop additional private-label FMCG brands in the next few years. In addition, launching cosmetic products due to the increasing market demand for this segment throughout Indonesia.

In order to accomplish its mission of being a sustainable company, Super will launch a feature for community agents to track end consumer transactions to help community agents offer better-designed experiences for end customers.

Super was founded in 2018, offering differentiation that utilizes a hyperlocal logistics platform to deliver consumer goods to thousands of agents within 24 hours of ordering. Super partners with thousands of community agents such as individuals and stalls to collect and distribute millions of dollars worth of goods to their communities each month.

It is said that Super is currently available in 30 cities in East Java and South Sulawesi, primarily targeting areas with $5,000 or lower GDP per capita.

–Original article is in Indonesian, translated by Kristin Siagian