What Sayurbox does

Sayurbox is an Indonesian e-grocery platform founded in 2017 and headquartered in Jakarta, operating a direct-to-consumer marketplace that delivers fresh produce, vegetables, fruits, meat, and other grocery items to individual consumers across multiple Indonesian cities. The platform offers a catalogue of over 5,000 products sourced from a supply network of more than 10,000 farmers, and supports two fulfillment modes: same-day Instant Delivery for rapid fulfillment and Scheduled Delivery for next-day planned orders. Customer-facing features include a recipe discovery section (Resep), category-based browsing (Kategori), and a one-tap re-order function (Beli Lagi), all delivered through a unified web and mobile application.

The underlying technology is a first-party e-commerce platform with location-based delivery area selection, order management, and digital checkout, supplemented by a digital marketing presence across Indonesian social media and content marketing channels including recipes and SEO-optimized product pages. Sayurbox works directly with farmers rather than relying on traditional wholesale middlemen, positioning itself as a shorter supply chain for fresh produce.

Sayurbox generates revenue through direct product sales to consumers on its e-commerce platform, taking margin on retail pricing across grocery items. The company has raised over US$139 million across multiple funding rounds from 2017 through March 2022, including a US$118.5 million oversubscribed Series C led by Northstar and Alpha JWC Ventures with participation from IFC, Astra, BRI Ventures, Global Brain, Ondine Capital, and Syngenta Ventures. Proceeds have been deployed to expand service into new cities and to scale the nationwide supply chain, serving an estimated customer base of approximately 1 million with a workforce in the 501-1,000 range.

Name

Sayurbox

Legal name

Sayurbox

Website

https://sayurbox.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Sayurbox is an Indonesian direct-to-consumer e-grocery platform founded in 2017, delivering fresh produce, groceries, and meat from over 10,000 farmers to approximately 1 million customers across multiple cities via instant and scheduled fulfillment.

Ownership category

akta.pro rank

Product category

Online Grocery

NAICS

Specialty Food Retailers (4452), Fruit and Vegetable Retailers (44523)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

akta.pro secondary industry

Meal Kits & Recipe Box Delivery (CRAFAFAD)

Keywords

• Online grocery delivery
• Fresh produce platform
• Same-day grocery
• Scheduled grocery delivery
• Farm-sourced groceries

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. E-Grocery Product Sales: Sayurbox generates revenue through direct sales of grocery products including fresh produce, vegetables, and other food items to Indonesian consumers via its e-commerce platform. The company takes a margin on product sales through its consumer-facing pricing.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Sayurbox runs a direct-to-consumer e-grocery platform that retails more than 5,000 products — primarily fresh produce, vegetables, fruits, and meat — sourced from a network of more than 10,000 Indonesian farmers. Orders are placed through the Sayurbox website or mobile app and fulfilled via same-day Instant Delivery or next-day Scheduled Delivery across multiple Indonesian cities, serving approximately one million customers.

Product overview

Sayurbox is an Indonesian e-grocery platform offering a unified mobile and web application with two core delivery services: Instant Delivery for same-day fulfillment and Scheduled Delivery for planned orders. The platform features over 5,000 grocery products and integrates Recipe browsing and Quick Re-order functionality to enhance customer convenience. Customers can manage orders through the Pesanan (Orders) section and browse products by Kategori (Categories). The service connects consumers with over 10,000 farmers and serves approximately 1 million customers across multiple Indonesian cities.

Differentiator

Problem solved

Functional benefit

Products and services

• Sayurbox Instant Delivery Same-day grocery delivery service that allows Indonesian consumers to receive orders of fresh produce and groceries within hours of placing the order via the Sayurbox website or mobile app.
• Sayurbox Scheduled Delivery Planned grocery delivery service that lets Indonesian consumers schedule their fresh produce and grocery orders for delivery on a future date and time through the Sayurbox platform.

Quantifiable outcome

• Serving approximately 1 million customers across multiple Indonesian cities
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Indonesian Farmers NetworkcoreOthersSayurbox works with more than 10,000 farmers as part of its supply chain, sourcing fresh produce directly from local agricultural producers across Indonesia to ensure product freshness and support local farmers.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Shopee (Sea Group): Largest Indonesian e-commerce platform with growing grocery and fresh produce offerings; competes on selection, pricing, and customer reach.
• Blibli: Indonesian e-commerce platform with a dedicated fresh produce (BlibliFresh) and grocery category; overlaps Sayurbox's mass-market grocery proposition.
• GrabMart (Grab): Grocery delivery arm of Grab's super-app; competes with Sayurbox on convenience and last-mile speed, with broader regional footprint.
• GoMart (GoTo): Grocery and quick-commerce vertical of GoTo's super-app; competes with Sayurbox via Gojek driver network and Tokopedia integration across Indonesia.

Direct peers

• HappyFresh: SE Asia-headquartered online grocery platform offering scheduled and same-day delivery of fresh produce and household essentials, directly comparable to Sayurbox's model in Indonesia.
• TaniHub: Indonesian agritech/e-grocery platform connecting farmers to consumers with fresh produce delivery; overlaps Sayurbox on farmer-sourcing model and B2C fresh produce in Indonesia.
• Segari: Indonesian fresh produce delivery startup with next-day scheduled delivery, comparable to Sayurbox's scheduled delivery arm and farmer-network sourcing.

Emerging players

• KitaBeli: Indonesian social-commerce grocery platform offering fresh produce and household items; comparable to Sayurbox on category mix and Indonesian consumer focus.

Regional players

• PasarMIKRO: Indonesian B2B agritech/procurement platform; comparable to Sayurbox on farmer-sourcing supply chain infrastructure, though serving retailers rather than end consumers.
• FarmFresh (Cikarang/regional dairy): Indonesian fresh food brand and distributor; comparable to Sayurbox on the fresh-food consumer proposition in Indonesia, though via traditional retail rather than e-commerce.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sayurbox
• Facebookfacebook.com/sayurbox
• LinkedInlinkedin.com/company/sayurboxofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds6 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sayurbox