What Dagangan does

Dagangan (legal entity PT. Dagangan Karya Indonesia) is an Indonesia-based tech-enabled wholesale distribution platform that connects small retailers, warung owners, and resellers in tier 3-4 cities with large producers and suppliers. Founded in 2019 and headquartered in Yogyakarta (Sleman Regency), the company operates a hub-and-spoke distribution model with 50+ micro-warehouses (micro-hubs) positioned across rural and underserved areas, enabling efficient last-mile delivery of daily necessities including groceries, fresh produce, household items, snacks, and personal care products.

The company's primary product is an Android mobile application through which retailers browse a catalog of over 10,000 SKUs, place orders, and track deliveries in real-time. A four-tier reseller program (Bronze, Silver, Gold, Platinum) layers volume-based discounts of 5-15%, extended payment terms (Net 7/14/30), and dedicated account management onto the base wholesale platform. Danganan's revenue model is primarily transactional wholesale product sales, capturing the spread between bulk procurement prices from principals and wholesale selling prices to retailers, with a working capital component embedded in the credit terms extended to qualified resellers.

The platform serves thousands of retailers across Indonesia and sources from hundreds of local SMEs and producers. Danganan has been designated the Official Rural Digitalization Partner of the Indonesian Ministry of Villages, Disadvantaged Regions, and Transmigration, providing government-level endorsement. To date the company has raised approximately $36.6 million across multiple rounds, with lead investors including 500 Global, CyberAgent Capital, Monk's Hill Ventures, BTPN Syariah, and Kejora-SBI Orbit Fund. Leadership comprises co-founder and CEO Ryan Manafe alongside founder Wilson Yanaprasetya.

Name

Dagangan

Legal name

PT. Dagaan Karya Indonesia

Website

https://dagangan.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

251–500 employees

Short description

Dagangan is an Indonesia-based tech-enabled wholesale distribution platform that connects small retailers, warung owners, and resellers in tier 3-4 cities with large producers through a hub-and-spoke network of 50+ micro-warehouses and an Android mobile ordering app.

Ownership category

akta.pro rank

Product category

B2B Wholesale Distribution

NAICS

Grocery and Related Product Merchant Wholesalers (4244), Merchant Wholesalers, Nondurable Goods (424)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

akta.pro secondary industries

Grocery & Supermarket (Ambient/Dry) Wholesale Distribution (CRAOAAAB), Warehousing & Distribution / Fulfillment Operations (BPAHAHAF)

Keywords

• Wholesale distribution platform
• Rural retail commerce
• B2B grocery sourcing
• Micro-warehouse logistics
• Warung supplier network

Headquarters

HQ city

Kembangan

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Wholesale Product Sales: Dayangan generates revenue through the sale of products (groceries, staples, fresh produce, household items, snacks, personal care) to retailers and resellers at wholesale prices. The platform acts as a distribution intermediary between large suppliers/principals and small retailers in tier 3-4 cities, earning margins on the spread between bulk procurement prices and wholesale selling prices.
2. Reseller Subscription / Tier Membership: While tier upgrades are automatic based on order volume, Dayangan's tier structure drives differentiated revenue through volume commitments and extended payment terms (Net 7, 14, 30). Higher-tier resellers generate more consistent, larger-volume orders.
3. Payment Terms / Credit Revenue: Dayangan extends credit terms (Net 7, 14, 30) to qualified resellers, enabling higher order volumes and generating revenue through the working capital financing aspect of the B2B model.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

Dagangan operates a tech-enabled wholesale commerce platform connecting large suppliers and local SMEs to small retailers, warung owners, and resellers in Indonesia's tier 3-4 cities. Through an Android mobile application and a network of 50+ micro-warehouses, the platform distributes over 10,000 SKUs of daily necessities (groceries, staples, fresh produce, household items, snacks, beverages, and personal care) at wholesale prices with delivery within 24-48 hours. The company also runs a tiered reseller program with volume discounts and flexible payment terms to enable micro-entrepreneurship in underserved rural markets.

Product overview

Dayaan operates as a unified wholesale e-commerce platform consisting of a mobile application for tech-enabled wholesale shopping and a tiered Reseller Program. The mobile app enables retailers to browse thousands of SKUs, place orders, and track deliveries, while the Reseller Program provides enhanced benefits including volume discounts (up to 15%), flexible payment terms (Net 7/14/30), and priority delivery for higher-tier members (Bronze, Silver, Gold, Platinum). The platform connects small retailers in tier 3-4 cities with suppliers through a hub-and-spoke distribution model.

Differentiator

Problem solved

Functional benefit

Products and services

• Dagangan Mobile Application A tech-enabled wholesale shopping mobile application that allows retailers and resellers in Indonesia's tier 3-4 cities to access thousands of products at wholesale prices, place orders, track deliveries in real-time, and manage their accounts.
• Dagangan Reseller Program A four-tier membership program (Bronze, Silver, Gold, Platinum) offering exclusive wholesale prices, volume discounts of 5-15%, flexible payment terms (Net 7, 14, 30), priority delivery, marketing materials, business reviews, and dedicated account managers for qualifying resellers and entrepreneurs.
• Hub-and-Spoke Last-Mile Delivery Service Last-mile wholesale distribution service backed by 50+ strategically located micro-warehouses across Indonesia's tier 3-4 cities, delivering over 10,000 SKUs of groceries, fresh produce, household items, snacks, beverages, and personal care products to retailers within 24-48 hours.

Quantifiable outcome

• Resellers can save up to 30% compared to traditional distributor prices
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Ministry of Villages, Disadvantaged Regions, and Transmigration (Republic of Indonesia)coreStrategic or Co-development PartnerDayangan is the Official Rural Digitalization Partner of the Indonesian Ministry of Villages, Disadvantaged Regions, and Transmigration. This partnership positions Dayangan as the government's recognized partner for digitalizing wholesale distribution in rural Indonesia.
• Local SMEs and Producers (Unnamed)minorStrategic or Co-development PartnerDayangan sources products from hundreds of local small and medium-sized enterprises and producers, empowering them to grow together and improve the local economy in small cities and villages across Indonesia.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Warung Pintar (now Astore): Indonesian B2B tech platform serving warungs and small retailers through a hub-and-spoke distribution model in tier 2-4 cities. Most direct competitor, targeting the same rural digitization thesis with a similar micro-warehouse approach and mobile app.
• Udaan: India's largest B2B commerce platform connecting manufacturers, wholesalers, and small retailers via mobile-first ordering and tiered logistics. Operates an analogous hub-to-retailer distribution model in underserved Indian markets, making it the closest structural peer.
• DealShare: India-based social commerce and B2B platform targeting tier 2-4 retailers with wholesale pricing, community group buying, and credit. Comparable in serving small retailers via mobile apps with similar reseller/credit mechanics.

Broad incumbents

• Mitra Tokopedia / Grab Mitra: Indonesian e-commerce incumbents with dedicated warung-small retailer programs serving tier 3-4 markets. Compete indirectly through digital distribution, credit, and product assortment, leveraging massive customer bases and capital.
• B2W (India / global) / BijliBazar-type regional platforms: IndiaMART and similar broad B2B marketplaces serving SMBs across categories with catalogs, payments, and logistics. Broader incumbents offering comparable digital wholesale discovery but not specializing in last-mile distribution to rural retailers.

Emerging players

• Capiter: Egypt-based B2B commerce and embedded finance platform for informal retailers, using mobile ordering plus credit. Comparable emerging-market model focused on small merchant digitization through hub-and-spoke logistics.
• ShopUp: Bangladesh full-stack B2B commerce platform for small retailers, combining wholesale distribution, logistics, and embedded credit. Comparable scale-stage B2B platform serving South Asian small retailers with similar fintech-enabled distribution.
• TaniHub Group: Indonesia-based agricultural B2B and B2C platform connecting farmers to food service and retail. Adjacent vertical player serving similar rural commerce infrastructure with hub-based distribution and digital procurement.

Regional players

• Kopnus (KlikIndomaret-aligned B2B): Indonesian B2B platform connected to the Indomaret ecosystem, distributing FMCG to small retailers through digital catalogs and credit terms. Provides direct overlap in the wholesale-to-warung segment of the Indonesian market.
• PasarMIKRO / Warung digital programs: Indonesian bank and fintech-led programs targeting warung digitalization through credit and procurement tools. Indirectly compete for the same retailer relationship and trust, often leveraging subsidized financial products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dagangan_id

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors11 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 Dagangan