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Indonesia-based social commerce platform Super raises US$70m in new funding to boost capabilities

Jakarta, Indonesia – Super, an Indonesian social commerce platform serving tier-2 and tier-3 cities and rural areas, has completed a US$70m oversubscribed Series C round led by NEA, with additional investment from Insignia Ventures Partners, SoftBank Ventures Asia, and DST Global Partners, as well as Amasia, and B Capital, amongst many others.

Super leverages a hyperlocal logistics platform to deliver consumer goods to agents within 24 hours of the order time. It partners with community agents such as individuals and warungs to aggregate and distribute millions of US dollars’ worth of goods to their communities each month.

The platform has launched two private-label brands that have realized product-market fit and will invest a portion of their new capital towards developing additional FMCG private-label brands in the next several years. Moreover, Super will be using the new fund to launch cosmetics products, as the desire for this segment is rising across Indonesia. It will also launch a feature for community agents to track end-consumer transactions to help community agents offer better-tailored experiences for the end customers.

Steven Wongsoredjo, Super’s CEO and co-founder, shared that Super is going after a huge untapped market; thus, they will deploy this investment to enable equitable access for people in Kalimantan, Bali, West Nusa Tenggara, East Nusa Tenggara, Maluku, and Papua over the next few years.

“We will help more multinational, and provincial FMCG suppliers tap into new markets in rural areas and empower more community leaders to optimize their income and have a better quality of life,” said Wongsoredjo.

Meanwhile, Gisella Tjoanda, Super’s head of strategy and business development, noted, “As Super is entering its 4th year in business, we understand the importance of data collection and analysis as one of the keys to success in launching new SKUs. Therefore, we are going to expand our engineering team to improve Super’s warehouse management system by implementing machine learning to help Super better utilise data to expand its SKUs in the future.”

Andrew Schoen, NEA’s partner, commented that they are thrilled to back the whole Super team, as the platform is positioned to improve the lives of the 260 million Indonesians who reside outside of Indonesia’s capital city.

“Super is going to continuously improve access to basic goods, create meaningful and rewarding jobs, and streamline supply chains for Indonesia’s tier-2, tier-3, and rural regions,” said Schoen.