# GudangAda

> GudangAda is an Indonesian B2B e-commerce marketplace founded in 2019 that connects manufacturers, distributors, wholesalers and retail stores across the country's fragmented fast-moving-consumer-goods supply chain. Alongside its marketplace it offers logistics, merchant tools and financing so small retailers can source, order, pay and receive goods in one app. After scaling to roughly half a million SMEs and about $6 billion in transaction value on more than $135 million of venture funding, the company retrenched from its capital-intensive FMCG model and pivoted toward beauty and personal-care retail under its Kaka Beauty brand.

- **Founded:** 2019
- **Headquarters:** Tangerang, Banten, Indonesia
- **Founders:** Stevensang (Founder & CEO)
- **Team size:** ~360 employees (Apollo estimate)
- **Products:** B2B Marketplace, GudangAda mobile app & POS, Logistics services, Merchant & financial solutions, Category expansion
- **Notable:** Scaled to ~500,000 SME users across ~500 cities in Indonesia., Reported roughly $6 billion in net merchandise / transaction value., Raised a $100M+ oversubscribed Series B in July 2021, total funding ~$135M.

## Products & services

- **B2B Marketplace** — Online marketplace connecting principal manufacturers, distributors, wholesalers and retail stores for bulk FMCG and consumer-goods buying without extra intermediaries.
- **GudangAda mobile app & POS** — Mobile app with a point-of-sale system used to place orders, track logistics and make payments.
- **Logistics services** — Transportation and warehouse management, delivery and fulfillment handled through logistics partnerships to keep costs low.
- **Merchant & financial solutions** — Inventory management, price comparison, demand forecasting, market data and financing / payment solutions for SMEs.
- **Category expansion** — Broadened beyond FMCG into pharmaceuticals, packaging, homeware and stationery toward a one-stop SME platform.
- **Kaka Beauty** — Pivot into beauty and personal-care retail as the legacy FMCG marketplace was retrenched.

## Achievements

- Scaled to ~500,000 SME users across ~500 cities in Indonesia.
- Reported roughly $6 billion in net merchandise / transaction value.
- Raised a $100M+ oversubscribed Series B in July 2021, total funding ~$135M.
- Expanded from FMCG into pharmaceuticals, packaging, homeware and stationery.
- Executed an orderly 2025 buyout of pandemic-era investors while repositioning the business.

## Latest updates

- **2021-07** — Closed a Series B of more than $100M led by Asia Partners and Falcon Edge, bringing total funding to about $135M.
- **2024-02** — Board weighed strategic options ranging from winding down to repositioning as the FMCG model faced thin margins.
- **2024** — Revenue shrank; company bet on beauty and personal-care retail via its Kaka Beauty brand.
- **2025-07** — Coordinated buyout of pandemic-era VCs (Wavemaker, Asia Partners, Alpha Wave/Falcon Edge, Pavilion, Peak XV) as the ~$137M B2B model unwound.

## Links

- Website: https://gudangada.com
- LinkedIn: https://www.linkedin.com/company/gudangada
- Twitter/X: https://twitter.com/gudangadacom
- Instagram: https://www.instagram.com/gudangadacom/
- Facebook: https://facebook.com/gudangadacom/

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Profile page: https://yespress.io/gudangada
Published by YesPress — https://yespress.io
Last updated: 2026-07-27