Ula
- Company typePrivate
- Founded2019
- HeadquartersJakarta, Indonesia
- Headcount251–500
- GTM typeB2B
- OfferingDigital Commerce or Content
Ula firmographics
Firmographics- Name
- Ula
- Legal name
- PT Jembatan Akar Teknologi
- Website
- https://ula.app
- Company type
- Private
- Founded year
- 2019
- Operating status
- Closed
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Ula industry classification
Industry- Product category
- B2B E-commerce Marketplace
- NAICS
- Other Commercial Equipment Merchant Wholesalers (42344)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
Keywords
Where Ula is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices2 records
Markets served
Ula business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Inventory-led commerce: Ula operated an inventory-led model, purchasing and holding inventory, then selling and delivering products to warungs through their mobile platform. Revenue was generated through product markups on inventory sold to retailers.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels2 records
Ula product offering
Product offeringCore offering
Ula operated a B2B e-commerce marketplace that connected small retail shops (warungs) in Indonesia with suppliers, enabling inventory procurement, competitive pricing on FMCG products, and access to working capital credit through a mobile app. The company ran an inventory-led model with its own delivery fleet, purchasing and holding inventory to sell and deliver directly to retailers across East, West & Central Java.
Product overview
Ula was a single, unified B2B e-commerce marketplace platform serving small retail stores (warungs) in Indonesia. The platform connected warungs with suppliers through a mobile app, offering inventory-led procurement, delivery services, and credit support. At peak, Ula served over 100,000 warungs across East, West & Central Java with a $300M sales run rate and 500,000 monthly orders. The core platform operated as a closed-loop marketplace rather than a modular platform-plus-modules architecture. Ula's operations closed in late 2023.
Differentiator
Problem solved
Functional benefit
Products and services
- Ula Marketplace Platform B2B e-commerce marketplace connecting small retail stores (warungs) in Indonesia with suppliers, enabling inventory procurement, competitive FMCG pricing, working capital credit, and reliable delivery through a mobile-first app.
Quantifiable outcome
- 100,000+ warungs served across East, West & Central Java
- +3 more outcomes
Companies that use Ula
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Ula technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Ula partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights4 records
Ula competitors and assessment
Company assessmentDirect peers
- Gudang Ada: Indonesian B2B commerce platform connecting SMB retailers with suppliers and distributors, very similar inventory-led model serving warungs and small shops across Indonesia. Most direct comparable to Ula's core offering and customer base.
- Warung Pintar: Indonesia-based startup providing warung owners with technology, supply, and financing solutions. Targets the same small-retailer segment in Indonesia but emphasizes POS/digital tools alongside supply, with Ula being more inventory-distribution heavy.
- Paper.id: Indonesian B2B marketplace and invoicing platform serving SMBs. While more focused on financial workflow and procurement, it overlaps with Ula in providing digital commerce infrastructure to Indonesian SMBs.
- Bizzy (formerly Bizzy Digital Indonesia): Indonesian B2B e-commerce marketplace for SMB retailers, offering FMCG and HORECA supply with digital procurement tools. Direct overlap with Ula in serving small Indonesian retailers through an inventory-led supply model.
- Udaan: India-headquartered B2B e-commerce marketplace connecting manufacturers, wholesalers, and retailers. Closest international analogue to Ula's model, with similar emphasis on credit, supply-chain disruption, and SMB retailer enablement.
Emerging players
- Ninjacart: India-based B2B fresh produce supply chain platform connecting farmers with retailers. Similar inventory-led, supply-chain-disruption thesis as Ula, but specialized in agri/fresh rather than general FMCG.
- Moglix: India-based B2B commerce platform for industrial and MRO supplies. Shares the B2B marketplace + embedded credit/finserv model with Ula, though focused on industrial buyers rather than small retailers.
- OfBusiness: India-based B2B platform combining commerce with embedded finance for SMBs. Notable for proving that credit-led B2B commerce can scale in emerging markets — a model Ula also pursued.
Others
- Mekari (Moka POS): Indonesian SaaS provider including Moka POS for SMB retailers/warungs. Adjacent player providing software infrastructure to the same customer base Ula served, often an integration partner rather than direct competitor.
Broad incumbents
- Mitra Bukalapak: Bukalapak's warung-focused B2B2C arm empowering small Indonesian retailers with inventory and digital services. Broader incumbent with much larger platform and parent support, competing in the same warung enablement segment.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Ula social profiles
Digital presenceUla financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ula leadership team
Management profileNumber of profiles
Ula funding detail
Funding detailFunding overview
Funding rounds6 records
Investors17 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ula M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ula
What does Ula do?
Ula operated a B2B e-commerce marketplace that connected small retail shops (warungs) in Indonesia with suppliers, enabling inventory procurement, competitive pricing on FMCG products, and access to working capital credit through a mobile app. The company ran an inventory-led model with its own delivery fleet, purchasing and holding inventory to sell and deliver directly to retailers across East, West & Central Java.
Is Ula a public or private company?
Ula is a private company. It is classified as venture growth investor backed and is currently closed.
When was Ula founded?
Ula was founded in 2019. It employs 251 to 500 people.
Where is Ula based?
Ula is headquartered in Jakarta, Indonesia, in the Asia region.
How does Ula make money?
One revenue line is on record: inventory-led commerce.
Who are Ula's main competitors?
Direct peers on record are Gudang Ada, Warung Pintar, Paper.id, Bizzy (formerly Bizzy Digital Indonesia) and Udaan. Emerging players are Ninjacart, Moglix and OfBusiness. Mekari (Moka POS) is listed as an others. Mitra Bukalapak is listed as a broad incumbent.
Does Ula have an API?
No public API is recorded for Ula.
What industry is Ula in?
Ula's product category is B2B E-commerce Marketplace. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 42344 and its SIC code is 5140.