The Series C round was led by NEA with participation from SoftBank and Amasia.
Super has raised $106 million since it was founded. The startup had a Series B in April of 2021.
Indonesia's gross domestic product is three to five times lower than Jakarta, yet the cost of consumer goods there is higher, according to Steven Wongsoredjo, the co-founder and CEO of Super. More than 30% of Indonesia's GDP comes from East Java, Kalimantan and East Indonesia, making them a valuable source of potential revenue for fast- moving consumer goods. Super is able to lower the costs of goods by streamlining the supply chain and giving brands an easier way to reach consumers in rural areas.
Over the next few years, the startup will use its funding to expand into Kalimantan and other areas.
Super currently works with third-party logistics providers to create a hyperlocal platform that can deliver consumer goods to thousands of agents within 24 hours of an order. The company's agents are either individuals or local shops.
Super distributes millions of dollars worth of goods to communities each month. It now operates in 30 cities in East Java and South Sulawesi, targeting areas with a GDP per capital of less than $5,000.
Machine learning will be used to help the startup understand what sells best and where, so it can better determine the kind of inventory it holds. It is launching two private-label brands, including in cosmetics, and will create an app feature for agents that will allow them to track end-consumer transactions.
How social commerce is bridging Southeast Asia’s infrastructure gaps
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