Left to right: CEO of Orami Ferry Tenka, CEO of SIRCLO Brian Marshal, Venture Advisor of East Ventures Triawan Munaf

SIRCLO Acquires Orami To Strengthen Omnichannel Services for Brands and SMEs

April 7, 2021
  • The acquisition of Orami strengthens SIRCLO’s services as the empowerment engine for brands, expanding its consumer reach.
  • SIRCLO and Orami aspire to boost its e-commerce enabler potential. Orami’s strong community and distribution model will complement the omnichannel strategy that SIRCLO’s business line offers through its technology capability and strong infrastructure.
  • SIRCLO and Orami are technology companies backed by East Ventures.

E-Commerce enabler company SIRCLO announces its acquisition of Orami, the largest parenting platform in Indonesia that combines Commerce, Content, and Community in one application. Both companies will leverage their expertise in technology to offer end-to-end digital services to brands across all scales more comprehensively in increasing visibility, expanding product categories and tapping into a wider pool of consumers.

Through this acquisition, brands that work with SIRCLO can focus on the strategic aspects of their business when entering e-commerce channels and leave the sales management to SIRCLO’s omnichannel solutions.

This agreement joins two companies that have served more than 100,000 well-known brands, ranging from Small to Medium Enterprises (SMEs) to multinational companies, reaching millions of consumers across 34 provinces of Indonesia. Brian Marshal, Founder and Chief Executive Officer (CEO) of SIRCLO explains, “This corporate action can expand the enabler services that SIRCLO offers to brand owners who are seeking to enter the online market. Orami has an online shopping site that facilitates established brands from the Mom and Baby category in selling their products. Therefore, we have a joint mission to combine our strengths in helping brands sell online in a more strategic, scalable, and efficient manner.”

SIRCLO helps brands sell online through a variety of solutions, including SIRCLO Store, which tailors its services for SMEs and SIRCLO Commerce, which helps enterprise brands enter online distribution channels. In 2020, SIRCLO recorded up to a fourfold transaction surge, boosted by the changes of consumer behavior during the COVID-19 pandemic. SIRCLO’s efficient financial management capabilities have led the company to a positive net operational income by the end of 2020, with a combined turnover recorded at Rp3.3 Trillion.

As the first and largest e-commerce platform for Mom and Baby products, Orami is the only parenting platform in Indonesia that enables the combination of Commerce, Content, and Community in one consolidated ecosystem. Orami has also become the most visited e-commerce vertical in Indonesia, recording over 5 million monthly active users. Tenths of thousands of mothers have joined the Orami mother community (komunitas ibu Orami) and tenths of thousands of articles about parenting, lifestyle, and household are available on the Orami application. Orami’s strong community and distribution model will complement the omnichannel strategy offered by SIRCLO’s business line.

SIRCLO has the technology capability as well as infrastructure to strengthen the enabler services geared for brand owners within that category and bridge the brands to a broader mass-affluent consumer base. Orami’s role within SIRCLO serves as the extended effort to make that mission a reality, with a strength that lies in the community network of mothers that actively shop for their parenting needs through e-commerce. From this social networking community, SIRCLO and Orami aspire to boost its social commerce potential, namely by empowering mompreneurs to gain additional income by selling a variety of products offered on Orami’s platform to their surrounding community.

“We see this synergy as a really big opportunity to accelerate Orami’s growth. In parallel, it enables us to accommodate the needs of brands and consumers. Orami’s capability in reaching a wide range of consumers aligns with what SIRCLO has been doing as an e-commerce enabler, leveraging the strong infrastructure and network of retailers that it possesses. There are so many remarkable potential synergies that we can explore, hence we are very happy to be able to join SIRCLO’s big family,” claimed Ferry Tenka, CEO of Orami.

“The acquisition of Orami by SIRCLO is a strategic step that will accelerate SIRCLO’s capabilities in better serving brand owners and SMEs. SIRCLO holds the right position and is executing at the primetime of digital transformation. We are looking forward to all the breakthroughs that will surface from this joint team,” said Willson Cuaca, Co-Founder and Managing Partner of East Ventures.   

All in all, the aim of the joining of the two companies is to become the empowerment engine for brand owners across all verticals and sizes. Brands can focus on their product development while SIRCLO strengthens its end-to-end sales process. The acquisition of Orami by SIRCLO brings together a total of almost 1000 employees. Orami will operate as an independent entity that is integrated with SIRCLO’s line of services. Ferry Tenka, CEO of Orami, will be taking on a new role as Chief Marketing Officer at SIRCLO and Hendrawan Kartika, President of Orami, will be the new Chief Financial Officer at SIRCLO.



Founded in 2013, SIRCLO is a leading e-commerce enabler in Indonesia that helps businesses sell online. SIRCLO offers solutions that are divided into 2 main categories, namely the entrepreneur and enterprise solutions. In the entrepreneur category, SIRCLO offers an online store management platform for SMEs to sell across 3 various platforms (website, marketplace, chat commerce), namely SIRCLO Store. In the enterprise category, SIRCLO offers an end-to-end e-commerce enabler service through SIRCLO Commerce and solution for omnichannel technology development through ICUBE by SIRCLO.

SIRCLO Store has served more than 100.000 brands to grow their business online, such as ATS The Label, Benscrub, Evete Naturals, Namaste Organic, This Is April dan Heytimmy Kidswear, and trusted by established brands such as Unilever, Reckitt Benckiser, KAO, L’Oréal, and Levi’s. Located at the Green Office Park 1, The Breeze (BSD – Serpong), today the company has 700 employees and representatives based in Bandung, Yogyakarta and Surabaya.

For more details about SIRCLO, visit www.sirclo.com.

About Orami

Orami is the first and largest parenting platform in Indonesia. Beginning as an online retailer in 2013, Orami has rapidly grown and expanded its services to include Content and Community. Throughout its eight years of operation, Orami has experienced tremendous growth with the support of thousands of brands, a diverse community consisting of tens of thousands of mothers across Indonesia, and tens of thousands of content specially curated for Indonesian parents. Orami aims to develop other services in order to realize its mission to be the best support system for parents in Indonesia.

For more details about Orami, visit www.orami.co.id.