Ula Funding, Investors & Competitors

Ula has raised $141M across 4 funding rounds, most recently a $23M Series B in November 2021.

See full Ula profile

Last Ula funding round

$23M

Series B · Nov 2021

Cumulative funding Ula raised

$141M

across 4 funding rounds

Key investors in Ula

  • Peak XV Partners
  • Lightspeed India Partners
  • B Capital
  • Quona Capital
  • Alter Global
  • Tencent
  • Prosus Ventures
  • AC Ventures

Ula Overview

About Ula

Ula is a Jakarta-based B2B marketplace modernizing supply chains for Indonesia's 15 million traditional retailers. The app connects small shops to wholesalers for groceries, FMCG, and electronics with competitive pricing and flexible credit terms. Launched in 2020, Ula processes millions of orders monthly, integrating logistics and digital payments to boost retailer margins in underserved regions.


Founded

2020

HQ

IndonesiaJakarta

Website

ula.app

Status

Privately held

Customer focus

B2B

Revenue model

Product sales

Ula Funding History

Ula has raised a total of $141M across 4 funding rounds, plus 1 secondary share sale.

Ula's first fundraising round was a $11M seed round in June 2020. The most recent completed round was a $23M Series B in November 2021.

Ula funding rounds

Ula funding rounds
DateStageInvestorsRaisedDeal Summary
Jul 2025SecondaryUnity Business Holdings (lead)$27M-
Nov 2021Series BBinny Bansal$23MUla is a B2B e-commerce marketplace in Indonesia that provides technology solutions to traditional small retailers. Founded in January 2020, the company operates as a digital platform connecting retailers with over 6,000 products and serving more than 70,000 traditional retail stores across tier II to IV cities. The platform emphasizes supporting underserved retailer communities through features including buy-now-pay-later (BNPL) offerings and artificial intelligence-powered business management tools. Ula raised $87 million in the first close of its Series B round in October 2021, co-led by Prosus Ventures, Tencent, and B-Capital, with participation from Jeff Bezos's Bezos Expeditions, Northstar Group, AC Ventures, Citius, and existing investors including Lightspeed India, Sequoia India, Quona Capital, and Alter Global. In November 2021, the company secured an additional $23.1 million in a Series B extension from Tiger Global, with participation from Binny Bansal, co-founder of Flipkart, bringing the total Series B funding to $110 million. By the time of this round, Ula had grown 230 times since its launch, demonstrating rapid market traction. The capital infusion was directed toward geographic expansion, product development, team recruitment, and enhanced support for retailers through technology adoption in underserved regions of Indonesia, with the company having raised a cumulative $140.6 million across seed, Series A, and Series B rounds by late 2021.
Oct 2021Series BB Capital (lead); Prosus Ventures (lead); Tencent (lead); Alter Global; Northstar Group; AC Ventures; Citius; Bezos Expeditions; Lightspeed India Partners; Quona Capital; Peak XV Partners$87MUla is a B2B ecommerce marketplace based in Indonesia, founded in 2020 and headquartered in Jakarta (SCBD area), focused on digitizing supply chains, inventory management, and working capital for businesses, particularly in Sumatra and broader Southeast Asia. The company operates as a platform connecting buyers and sellers in wholesale trade, streamlining procurement and distribution. In February 2021, Ula raised $87 million in a Series B funding round co-led by B Capital, Prosus Ventures, and Tencent. New investors included Bezos Expeditions (Jeff Bezos's family office), Northstar Group, AC Ventures, and Citius, alongside existing backers Lightspeed India Partners (now Lightspeed Venture Partners), Sequoia Capital India (now Peak XV Partners), Quona Capital, and Alter Global. This brought Ula's total funding to $107 million across two rounds, positioning it as a key player in Indonesia's B2B digital commerce space amid rising e-commerce adoption post-COVID. Ula competed in Indonesia's growing B2B sector against players like TaniHub and SIRCLO, leveraging investor networks for regional expansion and tech enhancements. The funding was aimed at scaling operations, improving platform features, and expanding market reach in Southeast Asia's underserved wholesale markets.
Jan 2021Series AB Capital (lead); Quona Capital (lead); Alter Global; Lightspeed India Partners; Peak XV Partners$20MUla is an Indonesian startup operating a marketplace platform that modernizes distribution and credit for traditional retail, focusing on essential goods, FMCG, staples, and fresh produce by connecting large supply-side players to small retailers and consumers with a technology overlay. It raised $20 million in its Series A funding round on January 28, 2021, led by Quona Capital and B Capital, with participation from existing investors Sequoia Capital India (now Peak XV Partners) and Lightspeed India Partners. The funds are intended to expand geographical footprint, grow the product suite, and enter new categories. Prior to the Series A, Ula had secured a $10.5 million seed round in June 2020. The company reported over 10x business growth since launch, with returning customers buying two to three times their original volumes, though specific revenue or ARR figures near the round date are not provided in sources. Quona Capital's portfolio reports aggregate metrics like cumulative equity raised by portfolio companies ($3.99B as of 2021, $4.4B as of 2022) and GMV ($581.4M in 2022), but no Ula-specific revenue, ARR, or EBITDA is detailed for 2021. Ula operates in Indonesia's fragmented retail value chain, targeting financial inclusion for small retailers. Quona Capital focuses on fintech for emerging markets, with portfolio companies like ZestMoney serving small businesses via B2B BNPL and payments. No valuation, multiples, or detailed traction metrics like revenue are disclosed for this round; one source lists valuation as $0, likely an error.
Jun 2020SeedLightspeed India Partners (lead); Peak XV Partners (lead)$11M-

Who has invested in Ula?

13 investors have backed Ula across its funding rounds, including Peak XV Partners, Lightspeed India Partners, B Capital, Quona Capital, Alter Global and Tencent.

Lead investors include Unity Business Holdings, B Capital, Prosus Ventures, Tencent, Quona Capital and 2 other investors.


Ula Investors

Investors in Ula by funding rounds participated
InvestorHQRoundsRoleFirst check
Lightspeed India PartnersIndiaNew Delhi3LeadJun 2020
Peak XV PartnersIndiaBangalore3LeadJun 2020
Alter GlobalUnited StatesSan Francisco, CA2ParticipantJan 2021
B CapitalUnited StatesLos Angeles, CA2LeadJan 2021
Quona CapitalUnited StatesWashington, DC2LeadJan 2021
TencentChinaShenzhen1LeadOct 2021
Northstar GroupSingaporeSingapore1ParticipantOct 2021
AC VenturesIndonesiaIndonesia1ParticipantOct 2021
CitiusLuxembourgLuxembourg1ParticipantOct 2021
Bezos ExpeditionsUnited StatesWashington, DC1ParticipantOct 2021
Binny BansalIndiaBangalore1ParticipantNov 2021

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Investments by Ula

Ula has invested in 1 company to date.

Latest investment by Ula was on May 8th 2022. Ula invested in Atma in their $5M Pre-seed round.


Latest Investments by Ula

Atma
Description
Atma is an Indonesia-based social job platform connecting job seekers and employers through community-driven recommendations. Operating primarily in Jakarta, the service facilitates hiring in tech, creative, and service industries with features for verified profiles and peer endorsements.
HQ CountryIndonesia
HQ City
Jakarta
Deal Date8 May 2022
RoundPre-seed
Raised$5M
InvestorsMMS Group; Lummo; Kopi Kenangan; Global Founders Capital; AC Ventures; Goto Gojek Tokopedia; Sampoerna Strategic; Advance Intelligence Group
Valuationundisclosed
EV/Revenue
EV/EBITDA

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Ula Competitors

Ula competitors include listed companies like Uber, Prosus, DoorDash and Meituan, and private ones like Gopuff and Zepto.

Public and private companies comparable to Ula
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
UberUnited StatesUnited StatesPublicly listed$52B$6.2B$145B2.8x
ProsusNetherlandsNetherlandsPublicly listed$9.7B$1.1B$86B8.0x
DoorDashUnited StatesUnited StatesPublicly listed$14B$1.5B$84B4.9x
MeituanChinaChinaPublicly listed$54B($2.2B)$57B0.8x
GopuffUnited StatesPhiladelphia, PAPrivate$1B-$8.5B-
ZeptoIndiaMumbaiPrivate$1.2B-$7B5.9x

Ula Public Comps

Ula is still privately-owned, but its public comps include Recruit Holdings, Uber, Booking Holdings, Airbnb, Prosus, DoorDash, Carvana, Meituan, Rocket Companies and Expedia.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
Recruit Holdings$24B$4B6.4x6.0x37.9x25.2x
Uber$52B$6.2B3.0x2.8x24.9x14.6x
Booking Holdings$27B$8.3B4.9x4.6x15.9x12.4x
Airbnb$12B$2.4B7.2x6.5x36.3x18.2x
Prosus$9.7B$1.1B9.1x8.0x83.8x123.7x
DoorDash$14B$1.5B6.0x4.9x55.8x23.7x
Carvana$20B($110M)3.7x2.9x(691.4x)27.7x
Meituan$54B($2.2B)0.9x0.8x(21.4x)162.4x

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Common questions about Ula

When was Ula founded?Ula was founded in 2020.
Where is Ula headquartered?Ula is headquartered in Jakarta, Indonesia.
Is Ula publicly listed?No, Ula is a private, VC-backed company.
How much funding has Ula raised?Ula has raised $141M across 4 funding rounds.
What was Ula's last funding round?Ula's last funding round was a $23M Series B in November 2021.
Who are Ula's investors?Ula's investors include Lightspeed India Partners, Peak XV Partners, Alter Global, B Capital, Quona Capital, Tencent, Northstar Group, AC Ventures, Citius, Bezos Expeditions and 3 others.
Which companies are comparable to Ula?Companies comparable to Ula include Uber, Prosus, DoorDash, Meituan, Gopuff and Zepto.
How many companies has Ula invested in?Ula has invested in 1 company, including Atma.
What was Ula's last investment?In May 2022, Ula invested in Atma's $5M pre-seed round alongside MMS Group, Lummo, Kopi Kenangan and 5 other investors.

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