PasarMikro

PasarMikro, founded in 2020 by Dien Wong, Edo Djayaputra, and Hugo Verwayen, operates as an agricultural fintech company targeting the Indonesian agricultural ecosystem. The founding team, including CEO Dien Wong who previously co-founded a game development company in 2003, established the venture to address longstanding inefficiencies in the sector. The company focuses on digitizing a market characterized by fragmentation, informal cash-based transactions, and a lack of access to traditional financial services for its more than 26 million smallholder farmers and traders.

The firm's core business revolves around a business-to-business marketplace and trade finance platform delivered through a mobile application. It directly serves smallholder farmers, fishermen, and first-mile traders who have historically faced challenges with delayed payments and manual, paper-based record-keeping. PasarMikro's business model is built on facilitating these transactions, where it makes on-time digital payments to producers on behalf of traders, who are then given flexible payment terms. This provides immediate working capital for farmers and credit access for traders, creating a sticky user base. Revenue is generated through these integrated financing solutions within the marketplace.

The platform provides several key features designed for the agricultural value chain. It functions as a real-time trading platform that connects producers with buyers, enhancing liquidity and price discovery. A crucial component is the embedded financial services, which include immediate payment processing for farmers and trade credit for merchants. Furthermore, the application contains a digital ledger for bookkeeping, allowing users to track income, expenses, and invoices, which creates a digital financial footprint. This data capture also supports a traceability function, adding transparency throughout the supply chain from the farm gate. The company has expanded its commodity focus from an initial pilot with eggs to over ten commodities, operating in major Indonesian provinces like Java, Bali, and Lampung.

Keywords: agricultural finance, fintech Indonesia, agritech, smallholder farmer financing, supply chain technology, B2B marketplace, commodity trading platform, trade finance, digital ledger, food supply chain, farmer empowerment, working capital solutions, mobile trading app, agricultural credit, supply chain transparency, rural finance, Indonesian agriculture, fisheries financing, livestock marketplace, digital payments