Homegrown social commerce start-up Orderfaz says it has completed a pre-seed funding round led by Singapore’s 1982 Ventures.

Orderfaz was launched in March and focuses on helping brands and sellers improve online sales conversion rates.

In its first two months of operation, around 600 sellers signed up for the compnay’s services, it said.

Reynaldo Gandiwidjaja, the CEO of Orderfaz, said Indonesia’s impressive growth in social commerce had encountered constraints because of limited options for sales channels, particularly for retail and e-commerce.

“We set out to create Orderfaz to provide new avenues for sellers and act as a one-stop shop for social commerce businesses to boost revenue, improve operations and achieve efficient conversion rates,” Reynaldi said in a statement on Thursday.

Approximately 86 percent of Indonesian consumers have used social media for online shopping, according to Orderfaz.

It added that online merchants sold 80 percent of their products through social media, such as Instagram, Facebook and TikTok, which are the most widely used platforms in Indonesia.

The company predicts that the Indonesian social commerce sector will reach nearly US$90 billion in value by 2028.

Orderfaz said it provided specific assistance to vendors to boost sales and conversions.

The company offers a smart keyboard feature on WhatsApp that allows sellers to send invoices and links for online shopping directly from the WhatsApp interface.

In addition, the business provides “integrated one-click checkout”, which seeks to streamline the shopping experience for customers.

The company also offers training and networking opportunities for sellers to help them improve their capabilities in digital sales and marketing.

Orderfaz aims to offer lower transaction fees and allow brands to have more control over their online businesses.

Indonesia accounts for the lion’s share of e-commerce sales in the region, contributing $52 billion of Southeast Asia’s total $100 billion market last year, according to a study published by Momentum Works last month.

The study found that TikTok had established itself as a significant e-commerce platform in the region, achieving a gross merchandise value (GMV) of US$4.4 billion last year.

Lazada, a more conventional online marketplace, meanwhile, saw its GMV decline from $21 billion in 2021 to $20.1 billion in 2022 because of a reduced average order value (AOV), according to Momentum Works data.

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