Inside Jeff Bezos’ first investment in Indonesian e-commerce

Billionaire Amazon founder Jeff Bezos made his very first financial commitment in a Southeast Asian e-commerce start-up last thirty day period.

But it’s in not one of the region’s billion-greenback unicorns. It’s in a mom-and-pop store start out-up that’s been all around for much less than two yrs.

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

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

Company encouraged by Bezos

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

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

1 among them is Bezos, whose loved ones workplace Bezos Expeditions invested an undisclosed sum soon after a single of the start off-up’s early backers advised him about Ula.

The common way of executing e-commerce will not operate … So you have to discover other methods of accomplishing it.

Nipun Mehra

co-founder and CEO, Ula

However Mehra has by no means satisfied the billionaire founder, he worked beneath him as a software program engineer at Amazon’s Seattle headquarters just before signing up for e-commerce big Flipkart in his native India.

Like Bezos, Mehra yearned to be an entrepreneur. But it wasn’t right up until several years later on, although working as an trader at Sequoia India, that he observed an chance to adapt the traditional e-commerce design for a new marketplace: small food kiosks in Indonesia. 

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


“The normal Amazon, Flipkart — or in this article in Southeast Asia we have Shopee, Lazada, Tokopedia and so on — has been much more on the non-food items side. Foodstuff is a really different way of jogging points,” reported Mehra.

“Usually in rising economies, their income profile is this sort of that they have to buy often and in modest baskets. The second you get into that dynamic, the regular way of undertaking e-commerce would not perform. You won’t be able to produce a a few-, four-, five-greenback basket to somebody’s household and do it profitably … so you have to obtain other strategies of performing it.”

Adapting e-commerce for Indonesia

Indonesia is household to hundreds of thousands of street stalls, acknowledged as warungs, offering everyday essentials such as foods and household objects.


They are an integral component of modern society, especially in the scaled-down towns and provinces outside the capital Jakarta, accounting for practically a few-quarters (72%) of the country’s $47 billion consumer goods gross sales.

Nevertheless quite a few nonetheless depend on standard means of replenishing their materials by shuttering their stores when they visit wholesalers to stock up wares. 

They are incredibly confined by the bodily footprint that they can entry.

Abheek Anand

running director, Sequoia India

“They are essentially run by just one or two people today, who act like customers. They personal the business they want to procure things for them selves to market,” Abheek Anand, a taking care of director at Sequoia India, one particular of Ula’s investors, instructed CNBC Make It.

“For them to tap into offline provide chains is in fact very inefficient. They have to go to the local current market, commit hours figuring out what to get, exactly where to invest in it from. By and massive, they are extremely restricted by the actual physical footprint that they can access,” he added.

Drawing on Amazon know-how

Mehra wanted to simplify that process by creating a business enterprise-to-company platform that would allow stallholders to order stock at competitive premiums and have it sent to their shop for a smaller cost. 

So, he known as on his contacts in the e-commerce area to aid 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 group.

“We’ve learned all this stuff in Amazon, we have discovered all this stuff at business enterprise faculty. How do we provide some of that into this little smartphone and enable them equally make much more dollars as perfectly as preserve far more revenue?,” explained Mehra.

Powering up in the pandemic

The business obtained off to a steady start. But in just months of launching in January 2020, the pandemic strike, generating demand from customers for providers like Ula much more urgent. 

Lockdowns created it more challenging for stallholders to resource goods from wholesalers, even as purchaser need for day-to-day essentials grew. That induced lots of mother-and-pop shops to pile onto the platform. 

The need in the marketplace just absolutely switched. In lockdown, your initially priority is to get your meals, is to get issues that you take in.

Nipun Mehra

co-founder and CEO, Ula

Ula onboarded tens of thousands of retailers onto its platform through the top of the pandemic.


“The most interesting addition to the firm is Jeff Bezos, who’s invested, which is clearly good validation for the organization. But there are a number of other actually clever people who have joined us together the way,” reported Sequoia India’s Anand.

An formidable progress agenda

In October 2021, Ula shut its Series B round, raising $87 million. Mehra said the cash will go toward increasing its existing market supplying, as well as launching a so-referred to as buy now, pay back later company to provide stallholders with small financial loans.

Inside the following 18 months, the CEO hopes to quadruple the range of merchants Ula is effective with from 70,000 today to 300,000. He also hopes to help merchants expand into new categories such as apparel and technologies, with the ultimate goal of doubling their profits. 

That is what will lead to a new type of retail. Not some thing which we have viewed in the U.S. … It will be an Indonesia-particular, exceptional alternative.

Nipun Mehra

co-founder and CEO, Ula

By Anisa