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Webstore builder Sirclo acquires parenting start-up Orami
Sirclo, which secured its Series B funding in August last year, plans to leverage Orami to tap into the Indonesian parents market.
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ebstore builder Sirclo has acquired top parenting e-marketplace Orami for an undisclosed amount to improve its human resources and penetrate the Indonesian parents market.
Sirclo wrote in a Wednesday statement that Orami’s online community had tens of thousands of mothers, who are generally the dominant purchasing decision makers in most Indonesian homes, a ripe market for the thousands of brands using the webstore builder.
According to iPrice data in the fourth quarter of 2020, Orami was the sixth-most-visited e-commerce website in Indonesia and the first among the Mom and Baby verticals.
“This corporate action can expand the enabler services that Sirclo offers to brand owners who are seeking to enter the online market,” said Sirclo founder and chief executive Brian Marshal.
The statement also said that, after the acquisition, Orami chief executive Ferry Tenka would become Sirclo chief marketing officer and Orami president Hendrawan Kartika would become Sirclo chief financial officer.
Orami’s Ferry said the acquisition was “a really big opportunity to accelerate Orami’s growth” by leveraging Sirclo’s infrastructure and network of retailers.
Established in 2013, Sirclo helps online shops with a template-based online store builder and a tech-driven channel management service.
The company noted a fourfold transaction surge as consumption migrated online amid the COVID-19 pandemic last year. It also saw a positive net operating income by the end of 2020, with a combined turnover recorded at Rp 3.3 trillion (US$ 226 million).
Sirclo merged with e-commerce technology and solutions agency ICUBE in May. Following the merger, Sirclo closed its series-B funding of US$6 million in August, backed by East Ventures and OCBC NISP Ventura, among others.
Through the acquisition, Sirclo and Orami would serve millions of consumers across Indonesia, offering products from more than 100,000 brands, ranging from small and medium enterprises (SMEs) to multinational companies.
