KitaBeli

KitaBeli operates as a direct-to-consumer social commerce platform in Indonesia, primarily targeting consumers in tier-2 and tier-3 cities. Founded in March 2020 by Prateek Chaturvedi, Ivana Tjandra, Subhash Bishnoi, and Gopal Singh Rathore, the company has established a distinct position in the rapidly growing Indonesian social commerce market. CEO Prateek Chaturvedi's background includes experience leading the enterprise division of a large POS company in Indonesia, while COO Ivana Tjandra brings operational leadership to the team. The founding team's technology division is based in Bangalore, India, with operations and marketing located in Jakarta.

The company's business model is centered around a group-buying concept, similar to China's Pinduoduo, which allows users to purchase products at discounted prices by forming groups with their friends and social circles. This strategy fosters viral growth and builds trust among new e-commerce users in less urbanized areas. KitaBeli's platform is an app-based, direct-to-consumer service where users place orders directly, differentiating it from models that rely on a network of resellers or agents. Revenue is generated through the direct sale of goods. The platform focuses heavily on Fast-Moving Consumer Goods (FMCG) and daily necessities, with plans to expand into beauty, personal care, fashion, electronics, and frozen foods.

A key feature of KitaBeli's service is its gamified and social shopping experience, which encourages user engagement and referrals. To overcome logistical challenges in its target markets, the company has established its own warehouses in every city it operates in, enabling same-day and next-day delivery. Furthermore, KitaBeli has implemented a partner-based distribution network where community members, or "Mitras," can earn commissions for carrying out last-mile deliveries, creating a supplementary income source for them. Since its launch, the company has secured significant funding, including a $10 million Series A round in March 2021 and a $20 million round in July 2022, led by investors like Glade Brook Capital Partners, Go-Ventures, East Ventures, and AC Ventures. However, as of June 2025, some sources have marked the company as deadpooled.

Keywords: social commerce, group buying, FMCG, Indonesia e-commerce, direct-to-consumer, rural commerce, community commerce, mobile commerce, last-mile delivery, emerging markets, online retail, Pinduoduo model, fast-moving consumer goods, Jakarta, Southeast Asia tech, venture capital, supply chain logistics, community leaders, gamified shopping, Mitra partners