GudangAda Funding, Investors & Competitors

GudangAda has raised $136M across 3 funding rounds, most recently a $100M Series B in July 2021.

Last GudangAda funding round

$100M

Series B · Jul 2021

Cumulative funding GudangAda raised

$136M

across 3 funding rounds

Key investors in GudangAda

  • Wavemaker Partners
  • Alpha JWC Ventures
  • Peak XV Partners
  • Alpha Wave Global
  • Pavilion Capital
  • Asia Partners Fund Management

GudangAda Overview

About GudangAda

GudangAda is a Jakarta-headquartered B2B digital platform launched in 2018 that connects principals, distributors, wholesalers, and retailers in Indonesia's FMCG supply chain. It offers a marketplace for 500,000+ SKUs, logistics via 50 warehouses covering Java and Sumatra, merchant financing, and inventory management tools. The company processes 1 million orders monthly, partnering with Unilever and Wings Group to serve 100,000 merchants nationwide.


Founded

2019

HQ

IndonesiaJakarta

Status

Privately held

Customer focus

B2B

Revenue model

Commission

GudangAda Funding History

GudangAda has raised a total of $136M across 3 funding rounds.

GudangAda's first fundraising round was a $11M seed round in February 2020. The most recent completed round was a $100M Series B in July 2021.

GudangAda funding rounds

GudangAda funding rounds
DateStageInvestorsRaisedDeal Summary
Jul 2021Series BAlpha Wave Global (lead); Asia Partners Fund Management (lead); Alpha JWC Ventures; Wavemaker Partners; Peak XV Partners$100MGudangAda is an Indonesian B2B e-commerce marketplace founded in January 2019 that connects wholesalers, distributors, principal manufacturers, and retailers, primarily in the FMCG sector, across 500 cities with half a million SMEs using the platform. It offers a mobile app for managing orders, tracking logistics, payments, and a point-of-sale system, while handling deliveries to lower operational costs. The Series B round, announced on July 21, 2021, raised more than $100 million (oversubscribed from a $75 million target), led by Asia Partners (Falcon Edge Capital, now Alpha Wave Global) with participation from Sequoia Capital India (now Peak XV Partners), Alpha JWC Ventures, and Wavemaker Partners, bringing total funding to about $135 million following a $25.4 million Series A. Funds were allocated to expand product categories including fast-moving consumer goods, pharmaceuticals, packaging, homeware, and stationery, and to develop AI-based personalized recommendation tools for merchants. Before the Series B on $35 million prior funding, GudangAda achieved $6 billion in net merchandise value (NMV). Falcon Edge highlighted GudangAda as Indonesia's largest SME e-commerce marketplace with best-in-class metrics and strong ROI across the ecosystem. Later developments include a 2024 pivot from core FMCG to beauty retail under Kaka Beauty, with Singapore entity revenue at $11.5 million for the year ended December 31, 2024.
May 2020Series AAlpha JWC Ventures (lead); Peak XV Partners (lead); Wavemaker Partners$25MGudangAda is Indonesia's leading FMCG B2B marketplace connecting wholesalers directly to retailers, including large chains, mom-and-pop stores, and warungs across 500 cities, covering 100% of the country's FMCG wholesalers. Launched in January 2019, it facilitates transactions for daily essentials like staples, cooking ingredients, health products, and more, with over a quarter of volume from food and agricultural products. The platform offers faster inventory turns, optimal pricing, wider product selection, order management, and analytics. On May 4, 2020, GudangAda raised US$25.4 million in a Series A round co-led by Sequoia Capital India (now Peak XV Partners) and Alpha JWC Ventures, with participation from existing investor Wavemaker Partners. This followed a US$10.5 million seed round in February 2020 co-led by Alpha JWC and Wavemaker, with Pavilion Capital, bringing total funding to US$36 million in 15 months. The funding was deployed to enhance the technology platform, launch new business initiatives, strengthen the team, and support the supply chain amid COVID-19 challenges like PSBB restrictions, ensuring availability of essential goods. At the time, it served over 50,000 large retailers and reported $100 million in monthly transactions for food, beverage, and agricultural products, showing resilient growth as merchants shifted online. The company planned expansions into pharmaceuticals, packaging, homeware, and AI tools for personalized recommendations, such as stocking suggestions during the pandemic.
Feb 2020SeedAlpha JWC Ventures (lead); Wavemaker Partners; Pavilion Capital$11MGudangAda is Indonesia's largest FMCG B2B marketplace, connecting wholesalers directly to merchants including large retailers, mom-and-pop stores, and warungs across 500 cities, covering nearly 100% of the nation's FMCG wholesalers. The platform facilitates transactions for food staples, beverages, and agricultural products, with over a quarter of volume in these categories. In February 2020, it raised a US$10.5 million seed round co-led by Alpha JWC Ventures and Wavemaker Partners, with participation from Pavilion Capital. Five months later in May 2020, GudangAda secured a US$25.4 million Series A led by Sequoia India and Alpha JWC Ventures, with Wavemaker Partners joining, bringing total funding to US$36 million within 15 months of inception. The company launched GudangAda Logistics and aimed to expand nationwide while enhancing tech, services, and hiring.

Who has invested in GudangAda?

6 investors have backed GudangAda across its funding rounds, including Wavemaker Partners, Alpha JWC Ventures, Peak XV Partners, Alpha Wave Global, Pavilion Capital and Asia Partners Fund Management.

Lead investors include Alpha Wave Global, Asia Partners Fund Management, Alpha JWC Ventures and Peak XV Partners.


GudangAda Investors

Investors in GudangAda by funding rounds participated
InvestorHQRoundsRoleFirst check
Alpha JWC VenturesIndonesiaJakarta3LeadFeb 2020
Wavemaker PartnersSingaporeSingapore3ParticipantFeb 2020
Peak XV PartnersIndiaBangalore2LeadMay 2020
Asia Partners Fund ManagementSingaporeSingapore1LeadJul 2021

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GudangAda Competitors

GudangAda competitors include listed companies like MercadoLibre and RB Global, and private ones like Whop, Olist, JD Digits and Mirakl.

Public and private companies comparable to GudangAda
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
WhopUnited StatesNew York City, NYPrivate$142M-$1.6B11.3x
MercadoLibreArgentinaArgentinaPublicly listed$29B$3.7B$93B2.6x
OlistBrazilCuritibaPrivate--$1.5B-
JD DigitsChinaBeijingPrivate--$18B-
RB GlobalUnited StatesUnited StatesPublicly listed$4.6B$1.4B$16B4.1x
MiraklFranceParisPrivate$100M-$3.5B35.0x

GudangAda Public Comps

GudangAda is still privately-owned, but its public comps include Amazon, Shopify, Pinduoduo, MercadoLibre, Prosus, Sea, eBay, Naspers, Copart and Amadeus.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
Amazon$717B$161B3.9x3.5x17.5x13.8x
Shopify$12B$1.2B13.9x11.3x132.9x61.9x
Pinduoduo$64B$14B0.7x0.7x3.1x2.8x
MercadoLibre$29B$3.7B3.5x2.6x27.2x25.1x
Prosus$9.7B$1.1B9.1x8.0x83.8x123.7x
Sea$23B$2.4B2.5x2.0x24.3x16.5x
eBay$11B$2.7B4.9x4.5x20.1x14.7x
Naspers$11B$1.1B6.4x5.8x63.7x83.1x

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Common questions about GudangAda

When was GudangAda founded?GudangAda was founded in 2019.
Where is GudangAda headquartered?GudangAda is headquartered in Jakarta, Indonesia.
Is GudangAda publicly listed?No, GudangAda is a private, VC-backed company.
How much funding has GudangAda raised?GudangAda has raised $136M across 3 funding rounds.
What was GudangAda's last funding round?GudangAda's last funding round was a $100M Series B in July 2021, led by Alpha Wave Global and Asia Partners Fund Management.
Who are GudangAda's investors?GudangAda's investors include Alpha JWC Ventures, Wavemaker Partners, Peak XV Partners, Asia Partners Fund Management, Alpha Wave Global and Pavilion Capital.
Which companies are comparable to GudangAda?Companies comparable to GudangAda include Whop, MercadoLibre, Olist, JD Digits, RB Global and Mirakl.

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