What Orami does

Orami is an Indonesian parenting platform founded in 2012 and headquartered in Tangerang that combines e-commerce, editorial content, and community within a single integrated ecosystem serving Indonesian mothers from pregnancy planning through child-rearing (ages 0-5). The platform operates five core product surfaces: (1) Orami Shopping, an e-commerce marketplace hosting third-party sellers and official brand stores (including Unilever, Tefal, Blackmores, and Philips) across categories such as baby supplies, maternal care, MPASI/food, fashion, and toys; (2) Orami Magazine, a content library of 1,000+ articles covering pregnancy, baby care, toddler development, health, lifestyle, and education, with content reviewed by doctors from trusted hospitals; (3) Orami Community, a forum-based platform with 20,000+ members organized by life stage (trying to conceive, pregnant, newborn, toddler, kids) that hosts events and webinars; (4) IbuSibuk, an influencer marketing sub-brand operating a TikTok MCN (Multi-Channel Network) that connects Key Opinion Leaders with brands; and (5) utility tools including a Baby Name Finder, Fertility Calculator, Worksheet Anak (printable worksheets for ages 1-5), Recipe database, and a Child Development Tracker. Orami also launched Kiddorami Flashcard, a physical educational toy with augmented reality features, in 2024.

Orami generates revenue through three primary streams: marketplace commissions from third-party seller transactions, display advertising (Google AdSense plus direct brand partnerships with companies like ERHA and Summerscent), and affiliate/influencer marketing revenue through the IbuSibuk program where mothers earn commissions promoting brand campaigns. The platform employs 51-100 people and reaches users across Indonesia through a multi-channel marketing strategy spanning organic search/SEO, content marketing, social media (Facebook, Instagram, Twitter, TikTok, Spotify), and community events.

The company has raised $15,000,000 in a 2016 Series B funding round led by SMDV with participation from Ardent Capital, Gobi Partners, and Velos Partners, and acquired Moxy Street in January 2015. Leadership includes CEO Ferry Tenka, CFO Eka Himawan, CTO Ridy Lie, and CTO Ben Oram. Orami operates as a private company and has not disclosed revenue figures publicly.

Name

Orami

Legal name

Orami

Website

https://orami.co.id

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Orami is an Indonesian parenting platform founded in 2012 that combines an e-commerce marketplace, expert-reviewed editorial content, and a 20,000+ member community forum serving Indonesian mothers from pregnancy through child-rearing, with additional influencer marketing operations through its IbuSibuk sub-brand.

Ownership category

akta.pro rank

Product category

Parenting E-commerce Marketplace

NAICS

Health and Personal Care Retailers (4561)

akta.pro primary industry

Baby, Kids & Maternity Marketplaces (CRAFABAG)

akta.pro secondary industries

Baby, Kids & Maternity DTC (CRAFACAI), Baby, Kids & Maternity Online Retailers (CRAFADAI)

Keywords

• Parenting e-commerce
• Baby products marketplace
• Mother community platform
• Parenting content platform
• Influencer marketing network

Headquarters

HQ city

Tangerang

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Marketplace: Marketplace model connecting sellers with parents - features third-party sellers like Unilever Official Store, Tefal Indonesia, Blackmores Wellness selling baby supplies, mother care products, and household items with transaction-based revenue.
2. Advertising: Display advertising revenue through Google AdSense and direct brand partnerships. Featured articles and promotional content from brands like ERHA, Summerscent, and Summerspring.
3. Influencer/Affiliate Marketing: IbuSibuk program enables brands to run influencer marketing campaigns with mothers, connecting KOL (Key Opinion Leaders) with brands through the platform's dashboard.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Orami operates Indonesia's first integrated parenting platform combining an e-commerce marketplace (Orami Shopping), expert-reviewed parenting content (Orami Magazine), and a mother community (Orami Community) within a single ecosystem. The marketplace sells baby, maternal, and household products through third-party brand stores including Unilever, Tefal, Blackmores, and Philips, while supporting content and community drive engagement and traffic across the platform.

Product overview

Orami is a one-stop digital platform for parents in Indonesia, operating as a multi-product ecosystem comprising: (1) Orami Shopping - an e-commerce marketplace for baby, parenting, and maternal products with official brand stores; (2) Orami Magazine - a content platform with articles across pregnancy, baby care, toddler development, lifestyle, health, and family topics; (3) Orami Community - a social platform connecting parents through topic-based groups and events; (4) IbuSibuk - an influencer marketing platform with TikTok MCN capabilities; and (5) utility tools including Baby Name Finder, Worksheet Anak (printable worksheets), Kalkulator Masa Subur (fertility calculator), Recipe collection, and Child Development Tracker. The platform serves Indonesian parents from pregnancy planning through child-rearing, combining e-commerce, content, community, and parenting utilities in an integrated ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• IbuSibuk: Influencer marketing platform connecting brands with parent influencers. Part of Orami's ecosystem enabling mothers to earn additional income through affiliate campaigns.

Products and services

• Orami Shopping E-commerce marketplace for baby, parenting, and maternal products featuring categories for baby activities and travel, fashion, mother needs, pregnancy and nursing supplies, toys, food and MPASI, baby care, and diapers. Connects buyers with third-party sellers and official brand stores including Unilever Official Store, Tefal Indonesia, Blackmores Wellness, and Philips Official Store.
• Orami Magazine Digital content platform providing parenting articles, tips, and information organized across Indonesian-language categories including Kehamilan (pregnancy), Bayi (baby), Balita dan Anak (toddlers and children), Gaya Hidup (lifestyle), Keluarga (family), Kesehatan (health), Resep dan Makanan (recipes), Edukasi (education), and other parenting-related topics.
• Orami Community Social community platform for parents to exchange information about pregnancy and parenting. Features topic-based categories (Toddler, Newborn, Pregnant, Kids, Trying to Conceive) and hosts events such as Hari Anak Nasional and webinars for bidan (midwives), with 20,000+ community members across Indonesia.
• IbuSibuk Influencer Platform Influencer marketing platform connecting mothers with brands for affiliate campaigns across Fashion, Entertainment, Beauty, Health & Sports, Finance, Travel, Food & Beverage, Parenting, Self-Development, Household Equipment, and Technology. Includes a TikTok MCN (Multi-Channel Network) service connecting KOLs and influencers with brands.
• Kiddorami Flashcard Educational flashcard toy for children featuring AR (Augmented Reality) technology. Combines physical flashcards with interactive digital content accessible through augmented reality, providing an engaging learning experience for kids.

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TikTok MCN (IbuSibuk)minorChannel Partner/ Reseller/ DistributorIbuSibuk operates as a TikTok MCN (Multi-Channel Network), connecting Key Opinion Leaders (KOL) and influencers with brands for content creation and marketing campaigns on the TikTok platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• theAsianparent: Southeast Asia parenting platform operating across multiple markets with a similar content + community + commerce model, including e-commerce features for baby/maternity products. Closest direct competitor to Orami in model and mission.
• POPMAMA: Indonesian parenting content and community platform under the IDN Media network, targeting millennial mothers with editorial content, pregnancy tools, and community features. Directly competes for the same Indonesian parent audience and SEO keywords as Orami Magazine.
• Babyzania: Indonesian e-commerce retailer specializing in baby products, toys, and maternity goods — directly competing with Orami Shopping for baby/maternity category transactions in Indonesia.

Broad incumbents

• Tokopedia: Indonesia's largest e-commerce marketplace (now part of GoTo) offering baby and maternity categories alongside a vast general catalog. Represents the dominant competitive threat to Orami's marketplace transactions.
• Blibli: Major Indonesian e-commerce platform with substantial baby and maternity product offerings and direct brand partnerships. Competes with Orami for branded baby goods transactions.
• Mothercare: Global specialist retailer of products for parents and young children with Indonesia presence. Operates broader retail footprint but overlaps with Orami Shopping in the baby/maternity category.
• Shopee Indonesia: Leading Southeast Asian e-commerce marketplace with strong Indonesia operations, dedicated baby and kids categories, and aggressive community/content commerce features (Shopee Live) that increasingly overlap with Orami's proposition.

Emerging players

• Mommies Daily: Indonesian parenting community and content platform serving millennial mothers with articles, forums, and product reviews. Comparable to Orami's content + community pillar though with less commerce integration.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/orami_id
• YouTubeyoutube.com/embed/y-Jiz6EDt18
• Facebookfacebook.com/oramiindonesia
• Instagraminstagram.com/oramiparenting
• TikToktiktok.com/@orami_id

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors4 records

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

M&A1 record

Investments

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

Frequently asked questions about Orami