Insignia Business Review · Jun 2024
Super leaders discussed category expansion into health and beauty, demand creation, brand partnerships, and international sourcing exploration.
Super is the first and leading Indonesian social commerce platform
Company research
Public company, workplace, funding, and market signals
Updated Jul 29, 2026
Overview
Super is a Surabaya-based YC W18 hyperlocal social commerce company that serves tier-2/3 and rural Indonesia through an agent-led group-buying model for daily necessities, with a strong focus on East Java and other eastern provinces.
Primary product
Agent-led social commerce app for ordering daily necessities / FMCG for warungs, resellers, and rural consumers
Founded
2018
Headquarters
Surabaya, East Java, Indonesia
Team size
100-150 employees
Industry
Technology, Information and Internet
Sub-industry
social commerce / hyperlocal retail
Offices
Jl. Raya Kendangsari No.63, Kendangsari, Tenggilis Mejoyo, Surabaya, East Java, Indonesia
Kompleks Pergudangan 88 Blok A No. 7, Pabean, Sedati, Sidoarjo, East Java, Indonesia
Business model
agent-led social commerce
group-buying retail
online-to-offline commerce
private-label retail
logistics-enabled distribution
Funding
Stage
Series C
Total raised
$106M
Latest round
Series C · Jun 2022
Latest amount
$70M
Jun 2022 · NEA
Apr 2021 · SoftBank Ventures Asia
Feb 2020 · Arrive
Oct 2018 · Amasia
Mar 2018
People & investors
Leadership
CEO and Co-Founder
COO and Co-Founder
Chief Product Officer
AVP IT Engineering
Head of Data
Head of Sourcing
Head of Accounting
John Kim
Board Director
Member, Board of Directors
Irvin Kavindra
Associate Talent Business Partner
Founders
Co-Founder
Work & culture
Mission-driven, agile, collaborative, and impact-oriented. Public materials emphasize serving rural Indonesia, cross-functional work across operations/commercial/technology, and a young team drawn from Surabaya, Yogyakarta, and Jakarta.
Compensation
Public hiring and careers materials mention competitive pay and a competitive compensation package, plus referral bonuses; no detailed salary bands were found.
Benefits
Flexible 8-hour workdays
Competitive pay
BPJS health insurance
Annual paid leave
Professional development training
Referral bonuses
Product & market
Pricing
Agent-led retail with free shipping, promos/vouchers, and community-reseller pricing on daily necessities; monetization appears to come from product margin, private-label sales, and distribution economics.
Differentiators
- —Focus on tier-2/3 cities and rural Indonesia
- —Agent-led model that turns community leaders into retailers
- —Low-cost logistics and warehouse network
- —Private-label products and brand exclusivity
- —ISO 9001:2015 certification
- —Local operating footprint in East Java and eastern Indonesia
Technology
React
Node.js
PHP
TypeScript
JavaScript
Laravel
Angular
Flutter
Python
GitLab
Jira
Redis
gRPC
SQS
dbt
Tableau
Power BI
NetSuite
Oracle
AWS
Customers
warungs / micro shops
individual resellers and community agents
rural households and consumers in tier-2/3 cities
local FMCG brands and merchants
Competitors
Meesho
Chilibeli
Taniloka
Limakilo
Zepto
Scale & contact
Estimated revenue
$1M-$10M
Estimated monthly visits
33.1K
Latest news
Insignia Business Review · Apr 2024
Insignia recapped Super’s agent-led retail model, logistics structure, private-label strategy, and path to profitability in underserved Indonesian markets.
SuperApp blog · Dec 2023
The company said Google featured SuperApp in its global #WeArePlay campaign, highlighting its social impact and rural-indonesia mission.
TechCrunch · Jun 2022
Super closed a $70M Series C led by NEA, bringing reported total funding to about $106M and outlining expansion into more Indonesian provinces plus machine-learning-driven inventory work.
TechCrunch · Apr 2021
Super announced a $28M Series B led by SoftBank Ventures Asia, with participation from several existing backers, to expand in East Java and beyond.
Jobs and careers at Super
2 jobs at Super
Service Delivery Specialist
On-site
Phoenix, AZ
3y ago
On-site
Full-time
Authorization Specialist
On-site
Phoenix, AZ
3y ago
On-site
Full-time