Inside Jeff Bezos’ first investment in Indonesian e-commerce

Billionaire Amazon founder Jeff Bezos made his first expenditure in a Southeast Asian e-commerce commence-up previous month.

But it truly is in not one of the region’s billion-dollar unicorns. It’s in a mom-and-pop store start out-up that’s been all over for fewer than two decades.

And its founders? Some of Bezos’ former workforce.

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

Organization influenced by Bezos

Indonesian e-commerce start-up Ula is a wholesale marketplace aiming to modernize the country’s millions of mom-and-pop kiosks, or warungs, by offering inventory and shipping expert services as perfectly as funding.

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

One amid them is Bezos, whose spouse and children office environment Bezos Expeditions invested an undisclosed sum soon after a single of the begin-up’s early backers advised him about Ula.

The standard way of executing e-commerce doesn’t perform … So you have to obtain other methods of doing it.

Nipun Mehra

co-founder and CEO, Ula

Though Mehra has in no way fulfilled the billionaire founder, he worked less than 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 eventually several years later on, even though working as an investor at Sequoia India, that he noticed an opportunity to adapt the traditional e-commerce model for a new market place: 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 more on the non-food stuff side. Food stuff is a incredibly various way of managing issues,” said Mehra.

“Normally in rising economies, their income profile is these types of that they have to buy regularly and in modest baskets. The minute you get into that dynamic, the conventional way of executing e-commerce does not operate. You are not able to provide a three-, 4-, 5-dollar basket to somebody’s dwelling and do it profitably … so you have to uncover other techniques of executing it.”

Adapting e-commerce for Indonesia

Indonesia is property to tens of millions of street stalls, recognized as warungs, providing each day necessities these types of as meals and home things.


They are an integral portion of society, especially in the scaled-down towns and provinces outside the capital Jakarta, accounting for nearly 3-quarters (72%) of the country’s $47 billion consumer products revenue.

But many however depend on classic means of replenishing their provides by shuttering their suppliers when they visit wholesalers to stock up wares. 

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

Abheek Anand

taking care of director, Sequoia India

“They are essentially run by one particular or two people today, who act like people. They possess the business they need to have to procure things for them selves to market,” Abheek Anand, a handling director at Sequoia India, 1 of Ula’s buyers, told CNBC Make It.

“For them to tap into offline provide chains is really very inefficient. They have to go to the community sector, expend several hours figuring out what to get, the place to buy it from. By and massive, they are really confined by the bodily footprint that they can accessibility,” he included.

Drawing on Amazon knowledge

Mehra wanted to simplify that system by developing a small business-to-business system that would empower stallholders to order stock at competitive charges and have it delivered to their retail store for a compact fee. 

So, he identified as on his contacts in the e-commerce area to help him know 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 team.

“We’ve learned all this things in Amazon, we have uncovered all this stuff at company school. How do we provide some of that into this very little smartphone and aid them the two make much more revenue as effectively as preserve additional money?,” reported Mehra.

Powering up in the pandemic

The business acquired off to a steady start. But in months of launching in January 2020, the pandemic hit, generating need for expert services like Ula more urgent. 

Lockdowns produced it harder for stallholders to supply goods from wholesalers, even as buyer desire for daily necessities grew. That caused quite a few mother-and-pop retailers to pile onto the system. 

The need to have in the market just totally switched. In lockdown, your initially priority is to get your foodstuff, is to get issues that you consume.

Nipun Mehra

co-founder and CEO, Ula

Ula onboarded tens of 1000’s of retailers onto its system for the duration of the top of the pandemic.


“The most thrilling addition to the enterprise is Jeff Bezos, who’s invested, which is definitely nice validation for the small business. But there are a range of other truly wise people today who have joined us together the way,” mentioned Sequoia India’s Anand.

An formidable growth agenda

In October 2021, Ula shut its Series B round, raising $87 million. Mehra said the cash will go in direction of increasing its existing market providing, as nicely as launching a so-named purchase now, fork out afterwards company to give stallholders with small financial loans.

In the future 18 months, the CEO hopes to quadruple the range of merchants Ula performs with from 70,000 these days to 300,000. He also hopes to help merchants expand into new categories such as clothing and technologies, with the supreme goal of doubling their income. 

That is what will direct to a new type of retail. Not a little something which we have found in the U.S. … It will be an Indonesia-certain, special alternative.

Nipun Mehra

co-founder and CEO, Ula