September 30, 2023

Enterprise JM

Do the Business

Inside of Jeff Bezos’ very first financial commitment in Indonesian e-commerce

Billionaire Amazon founder Jeff Bezos made his to start with expenditure in a Southeast Asian e-commerce get started-up last thirty day period.

But it’s in not one of the region’s billion-greenback unicorns. It really is in a mother-and-pop shop begin-up that’s been about for considerably less than two several years.

And its founders? Some of Bezos’ former staff members.

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

Company motivated by Bezos

Indonesian e-commerce start off-up Ula is a wholesale market aiming to modernize the country’s millions of mother-and-pop kiosks, or warungs, by supplying inventory and supply providers as well as financing.

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

A single among the them is Bezos, whose relatives business office Bezos Expeditions invested an undisclosed sum following one of the start out-up’s early backers instructed him about Ula.

The conventional way of executing e-commerce won’t perform … So you have to uncover other ways of accomplishing it.

Nipun Mehra

co-founder and CEO, Ula

Although Mehra has by no means met the billionaire founder, he worked beneath him as a computer software engineer at Amazon’s Seattle headquarters before signing up for e-commerce giant Flipkart in his indigenous India.

Like Bezos, Mehra yearned to be an entrepreneur. But it was not until many years later, whilst working as an investor at Sequoia India, that he noticed an chance to adapt the traditional e-commerce design for a new current market: small food kiosks in Indonesia. 

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


“The regular Amazon, Flipkart — or here in Southeast Asia we have Shopee, Lazada, Tokopedia and so on — has been a lot more on the non-foods aspect. Food items is a extremely various way of running items,” claimed Mehra.

“Ordinarily in rising economies, their income profile is this sort of that they have to buy frequently and in compact baskets. The moment you get into that dynamic, the traditional way of undertaking e-commerce won’t work. You can’t deliver a a few-, 4-, five-dollar basket to somebody’s household and do it profitably … so you have to uncover other strategies of doing it.”

Adapting e-commerce for Indonesia

Indonesia is household to millions of street stalls, known as warungs, advertising each day necessities this sort of as foodstuff and family goods.


They are an integral part of society, especially in the smaller sized towns and provinces outside the capital Jakarta, accounting for almost three-quarters (72%) of the country’s $47 billion consumer items profits.

But several nonetheless count on traditional means of replenishing their supplies by shuttering their outlets when they visit wholesalers to inventory up wares. 

They are very restricted by the bodily footprint that they can entry.

Abheek Anand

running director, Sequoia India

“They are essentially run by one particular or two folks, who act like consumers. They have the business they need to have to procure things for them selves to sell,” Abheek Anand, a running director at Sequoia India, one particular of Ula’s investors, informed CNBC Make It.

“For them to tap into offline offer chains is truly very inefficient. They have to go to the nearby current market, spend several hours figuring out what to acquire, wherever to invest in it from. By and massive, they are pretty confined by the bodily footprint that they can obtain,” he extra.

Drawing on Amazon expertise

Mehra wanted to simplify that course of action by generating a organization-to-business enterprise system that would allow stallholders to order stock at aggressive costs and have it sent to their retail store for a little cost. 

So, he identified as on his contacts in the e-commerce place to support him realize 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 staff.

“We’ve learned all this things in Amazon, we have discovered all this stuff at organization school. How do we deliver some of that into this minor smartphone and assist them both of those make a lot more dollars as effectively as preserve additional income?,” stated Mehra.

Powering up in the pandemic

The business enterprise got off to a steady start. But in months of launching in January 2020, the pandemic strike, producing desire for services like Ula extra urgent. 

Lockdowns built it more durable for stallholders to resource goods from wholesalers, even as client demand from customers for everyday necessities grew. That induced numerous mom-and-pop outlets to pile on to the system. 

The need to have in the marketplace just completely switched. In lockdown, your first priority is to get your food, is to get items that you consume.

Nipun Mehra

co-founder and CEO, Ula

Ula onboarded tens of thousands of merchants on to its system through the height of the pandemic.


“The most remarkable addition to the organization is Jeff Bezos, who’s invested, which is clearly pleasant validation for the business enterprise. But there are a amount of other seriously smart folks who have joined us together the way,” explained Sequoia India’s Anand.

An formidable growth agenda

In Oct 2021, Ula shut its Series B round, raising $87 million. Mehra said the cash will go towards growing its current market featuring, as well as launching a so-named get now, pay afterwards assistance to supply stallholders with small loans.

In just the up coming 18 months, the CEO hopes to quadruple the range of merchants Ula operates with from 70,000 nowadays to 300,000. He also hopes to help merchants expand into new categories such as attire and technology, with the top target of doubling their profits. 

That is what will lead to a new sort of retail. Not a thing which we have witnessed in the U.S. … It will be an Indonesia-certain, unique answer.

Nipun Mehra

co-founder and CEO, Ula