Indotrading
Indotrading is an Indonesia-based B2B e-commerce marketplace connecting over 80,000 verified suppliers with domestic and international buyers across 15,000+ product categories via an RFQ system, supplemented by subscriptions, digital advertising, and the IDT Pay payment service.
- Company typePrivate
- Founded2012
- HeadquartersJakarta, Indonesia
- Headcount101–250
- GTM typeB2B
- OfferingDigital Commerce or Content
What Indotrading does
Indotrading, operated by PT Inovasi Sukses Sentosa, is an Indonesia-based B2B e-commerce marketplace founded in 2012 and headquartered in Jakarta. The platform connects verified Indonesian suppliers with domestic and international buyers across more than 15,000 product categories spanning industrial equipment, electrical components, machinery, construction materials, chemicals, and office supplies. Its core functionality centers on a Request for Quotation (RFQ) system that processes more than 5,000 buyer requests per month against a base of over 80,000 verified suppliers, supported by a Verified Supplier Badge program that addresses trust and quality concerns common in Indonesian B2B sourcing.
The company monetizes through a freemium marketplace model with multiple revenue streams. Basic supplier listings are free; paid tiers include Premium Supplier and Premium Buyer subscriptions offering enhanced visibility, priority placement, and additional sourcing tools. Beyond subscriptions, Indotrading sells digital advertising services (Google Ads, YouTube Ads, Social Media Ads, Email Bisnis), SEO and website creation services, and operates IDT Pay, a proprietary payment system for in-platform transactions. A separate Toko Daring storefront service and an official integration with LKPP, Indonesia's government procurement agency, extend the platform into public-sector and state-owned enterprise sourcing.
Indotrading maintains four Indonesian offices (Jakarta, Surabaya, Yogyakarta, Bandung), runs an English-language version of the platform at en.indotrading.com, and has a mobile app distributed via Google Play. The company is privately held, has not publicly raised capital since a $1.5M round in March 2015 led by OPT SEA, and reports no disclosed revenue, ARR, or GMV. Leadership consists of founder and CEO Handy Chang and COO Derry Soedarma.
Indotrading firmographics
Firmographics- Name
- Indotrading
- Legal name
- PT Inovasi Sukses Sentosa
- Website
- https://indotrading.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Indotrading is an Indonesia-based B2B e-commerce marketplace connecting over 80,000 verified suppliers with domestic and international buyers across 15,000+ product categories via an RFQ system, supplemented by subscriptions, digital advertising, and the IDT Pay payment service.
- Ownership category
- akta.pro rank
Indotrading industry classification
Industry- Product category
- B2B Marketplace
- NAICS
- Wholesale Trade Agents and Brokers (4251)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industry
- Cross-border B2B/Wholesale Trade Marketplaces (CRAFAJAC)
Keywords
Where Indotrading is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices4 records
Markets served
Indotrading business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Premium Supplier Membership: Subscription-based premium services for suppliers including enhanced visibility, verified badge, and priority listing
- Advertising Services: Marketing services including Google Ads management, YouTube Ads, Social Media Ads, Email Business, and Display Network advertising
- Premium Buyer Services: Premium buyer membership providing enhanced sourcing capabilities and priority access
- SEO and Website Services: Website optimization and creation services for supplier profiles
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Supplier Membership - Basic listing with limited features |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Indotrading product offering
Product offeringCore offering
Indotrading operates an Indonesia-focused B2B e-commerce marketplace that connects 80,000+ verified suppliers with domestic and international buyers across 15,000+ product categories. The platform combines a product and company directory with a Request for Quotation (RFQ) system (processing 5,000+ RFQs monthly) and an integrated proprietary payment solution (IDT Pay). It also generates revenue from premium supplier/buyer memberships and digital advertising services such as Google Ads, YouTube Ads, and Social Media Ads.
Product overview
Indotrading operates as a comprehensive B2B marketplace ecosystem in Indonesia, featuring a core marketplace platform that connects verified suppliers with business buyers across diverse product categories. The platform integrates its marketplace with IDT Pay for secure payment processing and an RFQ (Request for Quotation) system that facilitates bulk procurement, processing over 5,000 RFQs monthly from more than 80,000 verified suppliers. Beyond the core marketplace, Indotrading offers supplementary services including Premium Supplier and Premium Buyer subscription tiers, SEO and website growth solutions for supplier visibility, and various digital advertising services (Google Ads, YouTube Ads, Social Media Ads, Email Marketing). The platform supports a vast product catalog spanning industrial equipment, electrical supplies, electronics, machinery, construction materials, chemicals, and office supplies across 15,000+ categories.
Differentiator
Problem solved
Functional benefit
Brands
- IDT Pay: Payment solution for safe and comfortable transactions on Indotrading platform
- Toko Daring
- Indotrading RFQ
Products and services
- Indotrading Marketplace Platform B2B marketplace platform connecting buyers and suppliers for business-to-business transactions in Indonesia, featuring product catalogs, RFQ (Request for Quotation) system, and a verified supplier directory across 15,000+ product categories.
- IDT Pay (Indotrading Pay)
Quantifiable outcome
- 80,000+ verified suppliers on platform
- +2 more outcomes
Companies that use Indotrading
Customer profileSegments3 records
Ideal customer profiles3 records
Indotrading technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Indotrading partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- LKPP (Lembaga Kebijakan Pengadaan Barang/Jasa Pemerintah)coreOfficial partner providing government procurement catalog integration through tokodaring.indotrading.com, enabling government agencies and state-owned enterprises to source products via the platform
- Bela PengadaanminorPartnership with Bela Pengadaan platform for expanded government procurement reach
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Indotrading competitors and assessment
Company assessmentDirect peers
- Alibaba.com: The dominant global B2B marketplace connecting suppliers and buyers worldwide. Directly comparable to Indotrading's core marketplace model, but operating at significantly larger scale and with stronger cross-border buyer traffic.
- Ralali: Indonesian B2B e-commerce marketplace focused on connecting businesses with verified suppliers. Most direct domestic competitor to Indotrading, targeting similar SME buyer and supplier segments within Indonesia.
- Mbiz: Indonesian B2B marketplace and procurement platform for office and business supplies. Comparable marketplace business model with a similar supplier-discovery and RFQ-style workflow, though narrower in product scope.
- EC21: Global B2B marketplace headquartered in South Korea connecting international buyers and suppliers. Directly comparable marketplace structure, with comparable RFQ features and similar supplier monetization model.
- TradeKey: Global B2B marketplace with strong presence in emerging markets, including Southeast Asia. Operates a similar supplier-listing and RFQ-driven marketplace model directly comparable to Indotrading.
Emerging players
- Juragan Material: Indonesian B2B marketplace specializing in construction and building materials. Comparable B2B marketplace mechanics with vertical focus, serving suppliers and buyers in a defined category overlap with Indotrading.
Broad incumbents
- Global Sources: Established Hong Kong-based B2B sourcing platform connecting Asian suppliers with international buyers. Overlaps with Indotrading's supplier side but emphasizes trade-show driven buyer engagement at larger scale.
- Bhinneka: Indonesian e-commerce platform originally focused on B2C and B2B IT/professional supplies. Comparable Indonesian commercial e-commerce scale and supplier base, though with broader B2C orientation.
- Tokopedia: Major Indonesian marketplace (now part of GoTo). Overlaps with Indotrading in Indonesian supplier-side activity and digital commerce infrastructure, but is primarily B2C-oriented with a much broader seller base.
Regional players
- Made-in-Indonesia: B2B sourcing directory focused on Indonesian manufacturers and exporters. Comparable supplier-discovery model targeting international buyers seeking Indonesian products, overlapping with Indotrading's export-enablement value proposition.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Indotrading social profiles
Digital presenceIndotrading financial estimates
Financial estimateRevenue estimate
Valuation estimate
Indotrading leadership team
Management profileNumber of profiles
Profiles2 records
Indotrading funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Indotrading 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 Indotrading
What does Indotrading do?
Indotrading operates an Indonesia-focused B2B e-commerce marketplace that connects 80,000+ verified suppliers with domestic and international buyers across 15,000+ product categories. The platform combines a product and company directory with a Request for Quotation (RFQ) system (processing 5,000+ RFQs monthly) and an integrated proprietary payment solution (IDT Pay). It also generates revenue from premium supplier/buyer memberships and digital advertising services such as Google Ads, YouTube Ads, and Social Media Ads.
Is Indotrading a public or private company?
Indotrading is a private company. It is classified as venture growth investor backed and is currently operating.
When was Indotrading founded?
Indotrading was founded in 2012. It employs 101 to 250 people.
Where is Indotrading based?
Indotrading is headquartered in Jakarta, Indonesia, in the Asia region.
How does Indotrading make money?
Four revenue lines are on record. Premium Supplier Membership is the primary driver. The others are advertising Services, premium Buyer Services and SEO and Website Services.
Who are Indotrading's main competitors?
Direct peers on record are Alibaba.com, Ralali, Mbiz, EC21 and TradeKey. Juragan Material is listed as an emerging player. Broad incumbents are Global Sources, Bhinneka and Tokopedia. Made-in-Indonesia is listed as a regional player.
Does Indotrading have an API?
No public API is recorded for Indotrading.
What industry is Indotrading in?
Indotrading's product category is B2B Marketplace. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRAFAJAC, Cross-border B2B/Wholesale Trade Marketplaces. Its NAICS code is 4251.