The shopping search engine that taught Indonesia to compare prices - then quietly became the data company that tells brands who is winning e-commerce.
In Indonesian, telunjuk means index finger - the one you point at what you want. It is a fitting name for a company that started with a simple, human problem: in the early 2010s, shopping online in Indonesia meant opening a dozen browser tabs and manually comparing the same laptop across marketplace after marketplace.
Redya Febriyanto and Hanindia Narendrata, both engineering graduates of Institut Teknologi Bandung, had spent three years together in business development at one of the country's largest telecommunications firms. In 2011 they left to build a fix for that tab-hopping frustration. Their idea won a spot in Project Eden, an Indonesian startup incubator, in November 2011, and Telunjuk.com launched on February 29, 2012.
The first version was narrow on purpose - a search engine for laptops, mobile phones and airline tickets. It worked. Telunjuk expanded to cover almost every product category sold by Indonesia's top online stores, pulling recommendations, discounts and promotions into a single place. Over the years it grew into what the company describes as the most trusted and leading shopping search engine in the country, aggregating more than 50 trusted e-commerce platforms.
Underneath the consumer-facing search box, the team was building something less visible but more valuable: a data pipeline capable of managing more than 50 million products and 15 terabytes of e-commerce data, refreshed with automation and serving over 6 million users. That infrastructure - not the price-comparison site itself - would become the company's real asset.
A price-comparison portal answers one question for a shopper: where is this cheapest? The founders realized the exact same data answered a far more expensive question for brands: how is my product actually selling online, and who is beating me? That insight became Compas.co.id.
Compas is a business-to-business e-commerce intelligence platform. It gives fast-moving consumer goods (FMCG) brand owners and sellers real-time big-data analytics on sales, market share, pricing, promotions and competitor performance across Indonesia's marketplaces. The company positions it as the country's first e-commerce market-insight dashboard and, more recently, an "e-commerce enabler" - adding data-driven, automated order-management tooling so brands can run online operations more efficiently.
"Compas acts as a companion for top FMCG brands in Indonesia, helping them manage their online business with data-driven insights."
The pivot is a textbook example of watching what your own data is worth to someone else. Telunjuk's shoppers were never going to pay much. The brands whose products they were comparing would - and do. Today the two brands run side by side on shared infrastructure: Telunjuk for consumers, Compas for the companies selling to them.
The shopping search and price-comparison service that aggregates products, prices and promotions from 50+ Indonesian e-commerce platforms - built to help shoppers find the best deal without opening ten tabs.
Indonesia's e-commerce market-insight dashboard: real-time analytics on market share, pricing, promotions and competitor benchmarking for FMCG brands making strategic decisions.
A data-driven, automation-supported service - including end-to-end order management - that helps brands run and scale their online sales operations across marketplaces.
Published reports on Indonesian FMCG e-commerce trends, marketplace revenue share and category performance, including annual FMCG and Harbolnas analyses.
A price-comparison box is easy to copy. What is hard to copy is a decade of structured e-commerce data drawn from 50-plus sources and kept fresh through automation. That accumulated data pipeline is Telunjuk's real differentiator - a competitor cannot backfill years of history overnight.
On the consumer side, Telunjuk sat alongside regional price-comparison and marketplace-search rivals such as PriceArea and iPrice. On the B2B side, Compas competes with e-commerce enablement and intelligence providers like SIRCLO and Jubelio, plus broader market-data firms - but few combine consumer-grade product coverage with brand-grade analytics from the same engine.
The company's expertise is concentrated and deliberate: deep, single-market focus on Indonesia rather than a thin presence across Southeast Asia. Data engineering, marketplace scraping and normalization, and FMCG category analytics are its core competencies.
That depth is exactly what made the company an acquisition target. In January 2022, Sukanda Djaja - a subsidiary of publicly listed PT Diamond Food Indonesia - acquired 81% of PT Telunjuk Komputasi Indonesia. Acquirers buy capability, not screenshots, and Diamond Food bought a data operation with real reach into how Indonesians shop online.
Redya Febriyanto and Hanindia Narendrata win Project Eden's incubation program, earning pre-seed funding and mentoring.
The price-comparison service goes live on February 29, starting with laptops, phones and airline tickets.
Japanese investor Venture Republic backs Telunjuk as it broadens product coverage.
Raises Series A in September to fund user and merchant acquisition and product development.
The team turns its e-commerce data pipeline into a B2B market-insight dashboard for FMCG brands.
Sukanda Djaja acquires 81% of PT Telunjuk Komputasi Indonesia.
Compas launches a data-driven, automation-supported enabler service with a redesigned website.
Telunjuk began as an ad- and affiliate-driven consumer portal. The center of gravity has since shifted to Compas and a B2B model: subscription access to the market-insight dashboard, custom market-intelligence reports, and e-commerce enabler and order-management services sold to FMCG brands and marketplace sellers. Third-party databases estimate annual revenue in the low single-digit millions of US dollars.
"Telunjuk is the go-to website for Indonesian shoppers who want to save money and find the best deals online."
It is an Indonesian shopping search engine and price-comparison service that aggregates products, prices and promotions from more than 50 e-commerce platforms to help consumers find the best deals.
Compas is a B2B e-commerce market-intelligence and enabler platform built by the same team, PT Telunjuk Komputasi Indonesia, using the data infrastructure originally developed for Telunjuk to serve FMCG brands.
Hanindia Narendrata (Co-Founder and CEO) and Redya Febriyanto, both engineering graduates of Institut Teknologi Bandung, founded it after leaving corporate telco careers.
In January 2022, Sukanda Djaja, a subsidiary of publicly listed PT Diamond Food Indonesia, acquired 81% of PT Telunjuk Komputasi Indonesia.
The company has reported managing more than 50 million products and 15 terabytes of data, serving over 6 million users across its consumer service.