Plugo
Plugo is a Singapore-headquartered SaaS company that provides an all-in-one e-commerce platform — website builder, POS, omnichannel marketplace sync, advertising, loyalty, and payment gateway — primarily serving Indonesian SMBs and D2C brands, with plans to expand across Southeast Asia.
- Company typePrivate
- Founded2022
- HeadquartersJakarta, Indonesia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Plugo does
Plugo is a Singapore-headquartered SaaS company founded in 2022 that operates an all-in-one e-commerce platform targeted primarily at Indonesian SMBs, D2C brands, and digital agencies. The company operates through its Indonesian legal entity, PT Plugo Teknologi Indonesia, with offices in Jakarta and Seoul, and serves thousands of merchants across fashion, beauty, FMCG, and food & beverage verticals — including enterprise accounts such as ERSPO, YUPI, Skin1004, and Vanilla Hijab.
The platform is built on a modular architecture centered on PlugoStore, a cloud-based drag-and-drop website builder with order management, payment gateway, logistics integrations, and SEO tooling. It is complemented by PlugoPOS for omnichannel point-of-sale, PlugoSync for marketplace integration with Shopee, Tokopedia, and TikTok Shop, PlugoAds for managed advertising across Meta, Google, and TikTok, PlugoLinks for link-in-bio aggregation, and Plugo Loyalty for customer retention. Underlying infrastructure includes the EPAY payment gateway (powered by NICEPAY and XENDIT) supporting QRIS, virtual accounts, OVO, ShopeePay, Akulaku, Alfamart, COD, and card payments, plus PlugoCoins as internal platform credit. Distribution combines a self-serve product-led motion with a free Lite plan, an agency reseller channel, and direct enterprise sales for onboarding services and Buyer App development.
Plugo monetizes through tiered monthly subscriptions (Lite free, Basic, Business, Enterprise), per-transaction fees of 3.4-9% varying by tier and payment method, PlugoCoins purchases for advertising and service fees, and premium add-on services including Onboarding Support, Buyer App, and Conversion API subscription. The company has raised $9 million in Series A funding (December 2022) led by Altos Ventures, with BonAngels Venture Partners, Access Ventures, Mahanusa Capital, Pearl Abyss Capital, and Prodigy Investment participating, and is led by founder and CEO KyungMin Bang.
Plugo firmographics
Firmographics- Name
- Plugo
- Legal name
- PT Plugo Teknologi Indonesia
- Website
- https://plugo.co
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plugo is a Singapore-headquartered SaaS company that provides an all-in-one e-commerce platform — website builder, POS, omnichannel marketplace sync, advertising, loyalty, and payment gateway — primarily serving Indonesian SMBs and D2C brands, with plans to expand across Southeast Asia.
- Ownership category
- akta.pro rank
Plugo industry classification
Industry- Product category
- E-commerce Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Industry-Specific Low-Code Platforms (Vertical App Platforms) (HDAEAKAL)
- akta.pro secondary industry
- Marketing Automation Platforms & Services (BPAFAFAC)
Keywords
Where Plugo is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices3 records
Markets served
Plugo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Plans: Tiered subscription plans (Lite, Basic, Business, Enterprise) with monthly billing. Lite is free forever; premium plans unlock advanced features like custom domains, advertising capabilities, and loyalty programs.
- Transaction Fees: Percentage-based fees on each transaction processed through the platform, ranging from 3.4% to 8% depending on subscription tier and payment method. Fees apply to VA, QRIS, OVO, Alfamart, Akulaku, ShopeePay, and credit card payments.
- PlugoCoins: Internal virtual currency (1 PlugoCoin = Rp100) used for advertising payments, manual order fees beyond quota, and other platform services. Purchased directly through the platform.
- Premium Add-on Services: Additional paid services including Onboarding Support (personalized store setup), Buyer App development (branded mobile shopping app), custom domain registration, and Conversion API subscription.
- PlugoSync Quota Top-up: Omnichannel sync quotas that can be purchased when exhausted, required for managing multi-channel marketplace operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free forever plan with basic e-commerce features |
| Subscription | Monthly | Entry-level paid plan for growing businesses |
| Subscription | Monthly | Mid-tier plan with loyalty program access |
| Subscription | Monthly | High-volume enterprise plan with lowest transaction fees |
| Transaction based/ take rate | Pay-as-you-go | Per-transaction fees based on subscription tier and payment method |
| Subscription | Monthly | Subscription-based advertising tracking integration |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Plugo product offering
Product offeringCore offering
Plugo is an all-in-one cloud-based e-commerce SaaS platform that enables Indonesian merchants and D2C brands to build and operate online stores. The platform combines a website builder (PlugoStore), point-of-sale system (PlugoPOS), omnichannel marketplace sync (PlugoSync), digital advertising (PlugoAds), link-in-bio (PlugoLinks), and loyalty/referral programs within a unified dashboard, supported by an integrated payment gateway (EPAY) and logistics integrations.
Product overview
Plugo is an all-in-one e-commerce platform delivered as a unified platform-plus-modules architecture. The core product is PlugoStore, a website builder for creating personalized online storefronts with integrated payments and courier options. This is complemented by PlugoPOS for in-store point-of-sale operations (fully synchronized with PlugoStore for unified online/offline inventory and sales data), PlugoSync for omnichannel management across Shopee, Tokopedia, and TikTok Shop marketplaces, PlugoAds for cross-platform digital advertising on Meta/Google/TikTok, PlugoLinks for link-in-bio link aggregation, and Plugo Loyalty for customer reward and referral programs. Supporting infrastructure includes EPAY (payment gateway and digital wallet using NICEPAY and XENDIT), PlugoCoins (platform credit for ad purchases and service fees), and Poin Plugo (promotional loyalty points for sellers). Subscription tiers range from the free Lite plan to paid Basic, Business (includes Loyalty), and Enterprise plans.
Differentiator
Problem solved
Functional benefit
Brands
- PlugoStore: Online store website builder with order management system, payment gateway, and logistic integrations.
- PlugoPOS
- PlugoSync
- PlugoAds
- PlugoLinks
- Plugo Loyalty
Products and services
- PlugoStore PlugoStore is a customizable e-commerce website builder enabling Indonesian merchants and D2C brands to create branded online storefronts with drag-and-drop editing, integrated payment gateways, courier integrations, order management system, SEO tools, and built-in marketing features. Includes free domain and hosting for select subscription plans.
- PlugoPOS PlugoPOS is a cloud-based point-of-sale system that runs on any iOS, Android, or Windows device without installation, enabling merchants to record in-store sales, manage inventory and employees, and unify offline and online sales data with PlugoStore.
- PlugoSync PlugoSync is an omnichannel marketplace management platform that connects PlugoStore to Shopee, Tokopedia, and TikTok Shop, syncing inventory and orders from a single dashboard.
- PlugoAds PlugoAds is an integrated digital advertising platform enabling sellers to launch, optimize, and monitor paid campaigns on Meta (Facebook/Instagram), Google Ads, and TikTok Ads directly from the Plugo dashboard, paid using PlugoCoins.
- PlugoLinks PlugoLinks is a link-in-bio feature that creates a custom single page aggregating all sales channels and social media accounts into one shareable URL, ideal for Instagram bios and similar social platforms.
- Plugo Loyalty Plugo Loyalty is a customer loyalty and referral program module enabling merchants to offer points-based rewards, custom tiered membership levels with VIP-exclusive benefits, and a two-sided referral system. Requires Business or Enterprise subscription.
- Onboarding Support Onboarding Support is a paid professional service providing personalized assistance for store setup, design configuration, feature walkthrough, payment setup, and best practices to accelerate merchant go-live.
- Buyer App Buyer App is a branded mobile shopping application for merchants' customers, available on Android and Google Play Store, designed to drive repeat orders and customer loyalty for paid Plugo subscribers.
Companies that use Plugo
Customer profileNamed customers19 records
Segments3 records
Ideal customer profiles3 records
Plugo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration27 records
AI capability6 records
Feature9 records
Plugo partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and supporting.
- NICEPAYcoreThird-party payment service provider integrated into Plugo's payment gateway for processing transactions.
- XENDITcoreThird-party payment service provider integrated into Plugo's payment gateway for processing transactions.
- SiCepatcoreIndonesian logistics partner for order delivery. Available as shipping option for Plugo merchants.
- JNEcoreIndonesian logistics partner for order delivery. Available as shipping option for Plugo merchants.
- J&T ExpresscoreIndonesian logistics partner for order delivery. Available as shipping option for Plugo merchants.
- GoSendcoreOn-demand delivery service integrated into Plugo for same-day and instant delivery options.
- PaxelsupportingIndonesian logistics partner available as shipping option for Plugo merchants.
- Lion ParcelsupportingIndonesian logistics partner available as shipping option for Plugo merchants, including international Interpack service.
- Ninja ExpresssupportingIndonesian logistics partner available as shipping option for Plugo merchants.
- TIKIsupportingIndonesian logistics partner available as shipping option for Plugo merchants.
- SAP ExpresssupportingIndonesian logistics partner available as shipping option for Plugo merchants.
- AnterAjasupportingIndonesian logistics partner available as shipping option for Plugo merchants.
- ID ExpresssupportingIndonesian logistics partner available as shipping option for Plugo merchants.
- POS IndonesiasupportingIndonesian state postal service available as shipping option for Plugo merchants.
- Sentral CargosupportingIndonesian logistics partner available as shipping option for Plugo merchants.
- ShopeecoreMajor Indonesian e-commerce marketplace integrated with PlugoSync for omnichannel inventory and order management.
- TokopediacoreMajor Indonesian e-commerce marketplace integrated with PlugoSync for omnichannel inventory and order management.
- TikTok ShopcoreE-commerce marketplace integrated with PlugoSync for omnichannel inventory and order management.
- Meta (Facebook/Instagram)coreIntegrated advertising platform within PlugoAds for running campaigns on Facebook and Instagram.
- Google AdscoreIntegrated advertising platform within PlugoAds for running Google Shopping and search campaigns.
- TikTok AdscoreIntegrated advertising platform within PlugoAds for running TikTok advertising campaigns.
- DestysupportingListed as partner in PSE (Electronic System Provider) registry for Indonesian digital economy regulation compliance.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Plugo competitors and assessment
Company assessmentDirect peers
- SIRCLO: Indonesia-headquartered e-commerce SaaS provider offering storefront, omnichannel, and marketplace integration solutions for local SMBs and brands. Most direct Indonesian peer to Plugo, with overlapping customer segments (D2C, SMB) and channel partner model.
- WooCommerce: Open-source e-commerce plugin for WordPress enabling merchants to build online stores. Competes in the SMB/D2C website builder category, though typically requires more technical setup than Plugo and lacks equivalent local Indonesian integrations.
- Moka POS: Indonesian cloud-based POS system acquired by GoTo/Gojek, offering in-store sales, inventory, and basic online store functionality. Comparable to PlugoPOS and overlaps with the Indonesian SMB merchant segment.
- iSeller: Indonesia-based commerce platform combining POS, online store, and marketplace integrations. Directly competes with PlugoStore and PlugoPOS for Indonesian SMB merchants with similar omnichannel functionality.
- Majoo: Indonesia-based SaaS platform providing POS, online store, accounting, and inventory management for SMBs. Overlaps with PlugoStore and PlugoPOS targeting the same Indonesian merchant segment with integrated business management features.
Broad incumbents
- Shopify: Global e-commerce SaaS platform offering storefront building, payments, POS, and omnichannel tools. Directly competes with PlugoStore, PlugoPOS, and PlugoSync for the same SMB/D2C merchants, though Shopify lacks Plugo's deep Indonesian payment and courier integrations.
- BigCommerce: Global SaaS e-commerce platform serving mid-market and enterprise merchants with omnichannel capabilities. Competes with Plugo for Indonesian mid-market/enterprise customers seeking multichannel features.
- Wix: Website builder platform with e-commerce functionality (Wix Stores). Overlaps with PlugoStore for SMB merchants seeking DIY website creation, though Wix is less localised for Indonesian commerce workflows.
Emerging players
- DealPOS: Indonesia-focused retail and POS platform offering unified online-offline commerce. Competes with PlugoPOS in Indonesian retail and overlaps in omnichannel functionality for SMB merchants.
Others
- Shopee Seller Centre: Native seller platform from Shopee (a marketplace Plugo integrates with via PlugoSync). Represents both a partner channel and indirect competitor — many Indonesian merchants could stay within Shopee's native tools rather than adopting Plugo.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Plugo social profiles
Digital presencePlugo compliance and trust
Trust signalCompliance1 record
Plugo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plugo leadership team
Management profileNumber of profiles
Profiles1 record
Plugo funding detail
Funding detailFunding overview
Funding rounds1 record
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plugo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plugo
What does Plugo do?
Plugo is an all-in-one cloud-based e-commerce SaaS platform that enables Indonesian merchants and D2C brands to build and operate online stores. The platform combines a website builder (PlugoStore), point-of-sale system (PlugoPOS), omnichannel marketplace sync (PlugoSync), digital advertising (PlugoAds), link-in-bio (PlugoLinks), and loyalty/referral programs within a unified dashboard, supported by an integrated payment gateway (EPAY) and logistics integrations.
Is Plugo a public or private company?
Plugo is a private company. It is classified as venture growth investor backed and is currently operating.
When was Plugo founded?
Plugo was founded in 2022. It employs 11 to 50 people.
Where is Plugo based?
Plugo is headquartered in Jakarta, Indonesia, in the Asia region.
How does Plugo make money?
Five revenue lines are on record. Subscription Plans are the primary driver. The others are transaction Fees, plugoCoins, premium Add-on Services and plugoSync Quota Top-up.
Who are Plugo's main competitors?
Direct peers on record are SIRCLO, WooCommerce, Moka POS, iSeller and Majoo. Broad incumbents are Shopify, BigCommerce and Wix. DealPOS is listed as an emerging player. Shopee Seller Centre is listed as an others.
Does Plugo have an API?
No public API is recorded for Plugo.
What industry is Plugo in?
Plugo's product category is E-commerce Platform. Its primary akta.pro industry code is HDAEAKAL, Industry-Specific Low-Code Platforms (Vertical App Platforms), with a secondary code of BPAFAFAC, Marketing Automation Platforms & Services. Its NAICS code is 5182 and its SIC code is 7372.