Strengthen Commitment to Serving Retailers, Ula Focuses on Value Proposition

Platform E-commerce B2B which focuses on stock management, Ula, continues to strengthen its commitment to support traditional retail players (including warungs) in Indonesia in operating their businesses with the help of technology. Ula share the strategies and approaches taken in reaching and ensuring the stock needs of retail players in the midst of high levels purchasing intention Indonesian society.

To date, the company has managed to achieve 100x business growth in terms of volume with more than 25 thousand stores already incorporated into the platform. Starting the business with 4 founders, the team has now grown to 200+ colleagues spread across Indonesia, Singapore and India.

“One of our missions when designing the Ula was so that the shop owners could monitor the delivery process. Their well-being is closely related to the shop they run [..] Our delivery process is two days and this has a very positive impact on small retailers,” said COO Ula Riky Tenggara.

The Ula app allows customers to order a variety of products and send it directly to their shop. With a simple concept, Ula tries to focus on customer needs rather than adding unnecessary features, to ensure the best experience. In addition, the app is claimed to be lighter and suitable for the low connection environments our customers use and for the most basic devices, and ensures it doesn't take up too much space on their phones.

"Lastly, we have focused a lot on the customer experience; many of our customers are unfamiliar with shopping online and we make sure that they feel comfortable buying online online through our application for the first time and that the interface is friendly and intuitive so they can easily see the benefits of inventory through it," added CCO Ula Derry Sakti in a separate interview with DailySocial.

From the side E-commerce, Covid-19 has forced many businesses, both startups and traditional, to consolidate or focus on their core segments. While it feels heavy in the short term, it helps the ecosystem mature as a whole so that players can focus on the well-being of customers. In the long run, that's the only way Ula feels is right for building a sustainable business.

"Attachment is a function of the value proposition. For us, that means working backwards from customer needs," adds Derry.

And this focus will be very important, as small retailers will continue to be pillars of the Indonesian economy. Their economic recovery will play a big role in the country's post-pandemic recovery. Indonesia is a very entrepreneurial country, and we are honored to be able to support these small entrepreneurs - as they can increase their profitability, grow their business and expand their product offerings.

Future plan

Entering its 2nd year of operation in Indonesia, Ula realizes the importance of understanding the dynamics of market conditions, including the impact of special moments such as holidays. Currently, Ula has been operating in several areas in Indonesia including East Java, Central Java, and West Java; Starting with a focus on providing consumers with “daily necessities” products such as FMCG and basic Indonesian household needs, Ula plans to expand across other categories, adapting to the specific needs of warungs.

When asked about the Jabodetabek market, his party said that the area was on the expansion path map. However, they chose not to start there because they saw the more pressing needs of customers in other parts of Java where access to the best options, services and prices was lacking.

"For now our priority is to continue to build customer trust wherever we are and when we feel we have the best value proposition for customers in Greater Jakarta, we will go there too," he added.

Regarding future plans, Ula wants to continue to grow geographically throughout Indonesia, horizontally across all categories. By using the platform to offer more products and services and focus on providing the best service to customers. In addition, it will still recruit the best talent in their three geographic areas.

To date, Ula has received funding with a total of $30,5 million since its inception. Investors involved in Ula's funding include Lightspeed India, Sequoia India, B Capital Group, Quona Capital, Saison Capital, SMDV, Alter.