What OrderOnline does

OrderOnline (legal entity PT Ordivo Teknologi Indonesia) is a Bandung-headquartered Indonesian SaaS company founded in 2018 that operates a web-based platform for end-to-end online seller management. The platform bundles what is typically a stack of point tools into a single account: funnel/landing-page builder, customizable checkout forms with automatic shipping cost calculation, team-based order management with role-based access, inventory tracking, integrated electronic payments via Midtrans, logistics orchestration with five Indonesian COD couriers (JNE, J&T, SAP Express, Ninja Xpress, ID Express), WhatsApp/SMS/email automation, CRM with ARPU/LTV tracking, a multi-level reseller system, A/B testing, Facebook Custom Audience syncing, and reporting dashboards. The platform is browser-based with no domain or hosting purchase required, positioning it for non-technical online sellers including Indonesian SMEs and "emak-emak" (home-based entrepreneurs). Recent product additions include OChat (CS AI and WhatsApp Business API) plus a 2025 feature wave covering anti-spam, billing management, shipping invoice, WhatsApp number validation, invisible captcha, automatic order cancellation, and UTM tracking.

The business model is subscription SaaS with three tiers — Personal (Rp149,000/month, ~USD 9.50), Business (Rp249,000/month, ~USD 15.90), and Enterprise (Rp499,000/month, ~USD 31.80) — augmented by per-transaction e-payment fees (1–3% depending on tier) and COD logistics fees. Go-to-market is product-led and self-serve via the website, with distribution supplemented by an affiliate program and a partnership with OCademy (an online training platform) for seller education, plus roadshow events co-organized with T4JAM starting February 2024. Leadership is founder-led under Rovan Alfarry (Founder & CEO), with 51–100 employees, no disclosed external funding, and a reported seller base of 35,000+ (pricing page) or 23,000+ (marketing site).

The company's structural advantage sits in localization depth: it is purpose-built for the COD-heavy, WhatsApp-centric, social-media-driven Indonesian SMB seller, with integrations and UX that global horizontal SaaS competitors have not replicated at the same depth. Constraints include dependence on Indonesian macro SME health, lack of disclosed institutional capital, an AI capability footprint limited to a single CS-AI product, and the absence of any disclosed public API or international expansion — leaving OrderOnline as a domestic specialist rather than a regional platform.

Name

OrderOnline

Legal name

PT Ordivo Teknologi Indonesia

Website

https://orderonline.id

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

OrderOnline is an Indonesian SaaS platform that enables online sellers and SMEs to manage end-to-end e-commerce operations — order forms, COD logistics, payments, inventory, and marketing automation — without hosting, serving 35,000+ sellers in Indonesia.

Ownership category

akta.pro rank

Product category

E-commerce Management Software

NAICS

Shoe Retailers (4582)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Retail Execution Technology & Services (SFA, Planogram, Image Recognition) (MPAAAJAM)

Keywords

• E-commerce order management
• Online seller platform
• COD logistics integration
• Indonesian e-commerce SaaS
• Checkout form builder

Headquarters

HQ city

Bandung

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS (SaaS): OrderOnline operates as a subscription-based SaaS platform. Users pay monthly or annual subscription fees for access to the platform's order management, logistics, payment processing, and marketing automation features. Three tiers are offered (Personal, Business, Enterprise) with increasing order quotas, team members, and features. Additional revenue comes from transaction fees on e-payment transactions (1%-3% depending on tier) and COD fees from logistics services.
2. Transaction Fees (E-payment): A per-transaction fee is charged on electronic payments processed through the platform, ranging from 1% to 3% of the transaction value depending on the subscription tier.
3. Logistics COD Fees: Fees collected on Cash on Delivery transactions, including COD fees charged as a percentage of the total COD value plus VAT, collected from sellers for using the integrated logistics features.
4. Affiliate Program: Commission-based affiliate program where partners earn commissions for each new paid customer they refer, generating additional acquisition-based revenue for the company.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

OrderOnline is a web-based SaaS platform that automates and integrates online sales processes for Indonesian online sellers and SMEs. The platform combines a customizable order/checkout form builder, funnel and storefront builders, integrated payment processing via Midtrans, multi-courier COD logistics (JNE, J&T, SAP, Ninja, ID Express), inventory management, CRM, WhatsApp/SMS/email automation, and sales reporting into a single subscription account with no domain or hosting required.

Product overview

OrderOnline is a unified web-based SaaS platform providing end-to-end online business management through an integrated suite of modules. The core platform encompasses Funnel Builder for landing pages, Order Form Builder for checkout, Team & Order Management for operations, Inventory Management for stock control, and Smart Reporting and Expenses Tracking for financial insights. The platform extends through Messages Automation and Email Marketing for customer communication, E-Payment via Midtrans for transactions, Logistic integration for shipping (JNE, J&T, SAP, Ninja, ID Express), Storefront/Store Builder for online stores, CRM for customer relationship management, Reseller System for multi-level distribution, A/B Testing Form for conversion optimization, and Custom Audience/Facebook Audiences for ad targeting. Additional features include OChat (CS AI and WhatsApp Business API), Abandoned Cart recovery, and Smart Logistic for COD success rate optimization. The platform offers three subscription tiers: Personal (50 products, 5,000 orders/month, 5 team members, 3% transaction fee), Business (unlimited products, 25,000 orders/month, 25 team members, 1,000 resellers, 2% transaction fee), and Enterprise (200,000 orders/month, 100 team members, unlimited resellers, 1% transaction fee).

Differentiator

Problem solved

Functional benefit

Products and services

• OrderOnline Platform Unified web-based SaaS platform that lets individual online sellers and SMEs manage their entire online sales operation from a single account, including landing pages, checkout forms, payments, logistics, inventory, team workflow, CRM, and reporting. Customers subscribe monthly or annually across three tiers (Personal, Business, Enterprise) priced in Indonesian Rupiah.

Quantifiable outcome

• 35,000+ sellers use the platform
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature15 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• T4JAM (Teknik 4 Jam)minorStrategic or Co-development Partner · 1 February 2024T4JAM is a collaborative partner for the OrderOnline x T4JAM Roadshoow workshop series held in Indonesian cities. T4JAM provides advertising optimization expertise to help OrderOnline sellers improve their ad campaigns. The collaboration aims to educate and inspire Indonesian online sellers.
• Midtrans (PT Midtrans Indonesia)coreTechnology or IntegrationOrderOnline integrates Midtrans as its primary payment gateway partner, providing electronic payment processing including credit cards (Visa, Mastercard), virtual accounts (BCA, BNI), e-wallets (GoPay, OVO, DANA), and Alfamart payments. OrderOnline guarantees all e-payment transactions and takes responsibility for refunds and returns.
• JNE ExpresscoreTechnology or IntegrationJNE Express is one of the core logistics partners integrated into OrderOnline's Smart Logistic feature, supporting both COD and non-COD shipments. COD minimum transaction value is Rp 25,000, maximum Rp 5,000,000. COD fee is 3% of total COD value plus 11% VAT.
• J&T ExpresscoreTechnology or IntegrationJ&T Express is integrated as a logistics partner supporting COD and non-COD shipments. COD minimum is Rp 25,000, maximum Rp 5,000,000. COD fee is 3% plus 11% VAT. Return COD cost includes shipping cost plus 50% return cost.
• SAP ExpresscoreTechnology or IntegrationSAP Express serves as an integrated logistics partner for COD and non-COD shipments with a COD range of Rp 25,000 to Rp 15,000,000. COD fee is 3% plus 11% VAT.
• Ninja XpresscoreTechnology or IntegrationNinja Xpress is integrated as a COD and non-COD logistics partner with COD range of Rp 25,000 to Rp 15,000,000. COD fee is 3% plus 11% VAT. Ninja offers the fastest SLA feedback turnaround of 3 days for lost claims.
• ID ExpresscoreTechnology or IntegrationID Express is a logistics partner integrated into OrderOnline supporting COD and non-COD shipments with a COD range of Rp 25,000 to Rp 15,000,000. COD fee is 3% plus 11% VAT.
• OCademyminorStrategic or Co-development PartnerOCademy (ocademy.id) partners with OrderOnline to provide online business and marketing courses taught by industry experts. OrderOnline directs users to OCademy for training, and OCademy provides educational content to help sellers maximize the platform. OCademy also hosts the FB Ads Whitelist program referenced by OrderOnline.
• Facebook (Meta)coreTechnology or IntegrationFacebook/Meta integration enables sellers to install Facebook Pixel and Google Tag Manager directly via tracker ID input, create Custom Audiences and Lookalike Audiences automatically from order data, and embed order forms directly into Facebook posts, stories, and ads.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sirclo: Sirclo is an Indonesian e-commerce SaaS platform offering storefront, order management, and integrated logistics/payments for SMB and enterprise brands. It is the closest direct competitor to OrderOnline in the Indonesian online seller SaaS category, addressing the same persona with overlapping feature sets.
• EasyStore: EasyStore is a Southeast Asian omnichannel commerce platform providing online store, order management, and marketing tools for SMEs across Malaysia, Indonesia, and beyond. It is directly comparable to OrderOnline in target market, product surface, and SMB focus.

Broad incumbents

• Shopify: Shopify is the global leader in SMB e-commerce SaaS, offering storefront, checkout, order management, payments, and shipping tools. It serves a much broader international market but overlaps functionally with OrderOnline on online store, order management, and payment processing for Indonesian sellers.
• WooCommerce: WooCommerce is the dominant open-source e-commerce plugin for WordPress, widely used by Indonesian SMEs building online stores. It competes with OrderOnline on the storefront and order management surface, though it requires hosting and more technical setup.
• Tokopedia: Tokopedia is one of Indonesia's largest e-commerce marketplaces, part of GoTo. It is not a direct SaaS competitor but absorbs much of the seller workflow (storefront, payment, logistics) that OrderOnline serves — a structural competitive dynamic worth modeling.
• Shopee (Sea Group): Shopee is the dominant Indonesian and SEA marketplace, owned by Sea Group. Like Tokopedia, it increasingly bundles seller tooling and represents both a destination channel and a competitive substitute for OrderOnline's integrated seller stack.

Emerging players

• DealPOS: DealPOS is a cloud-based POS and online selling platform targeting Indonesian retail SMEs with integrated order, payment, and shipping features. It overlaps with OrderOnline in the Indonesian SMB online-seller segment, with a slightly more POS-centric product focus.
• Moka: Moka is an Indonesian cloud POS and business management platform serving cafés, retail, and SMBs with payments, inventory, and reporting. It is an adjacent competitor to OrderOnline in Indonesian SMB commerce tooling, with stronger offline/POS orientation.

Regional players

• Jagoan Hosting: Jagoan Hosting is an Indonesian hosting and website builder provider serving SMEs with domain, hosting, and site-building tools. It competes tangentially with OrderOnline at the 'how do I get online' entry point for Indonesian sellers, particularly on the Personal tier.
• Niagahoster (by Hostinger): Niagahoster is an Indonesian hosting and website builder brand under Hostinger, targeting Indonesian SMBs with domain, hosting, and WooCommerce-style site building. It is comparable to OrderOnline as an entry point for new Indonesian online sellers, with more emphasis on hosting than integrated order management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@OrderOnlineid
• Facebookfacebook.com/OO.OrderOnline.ID
• LinkedInid.linkedin.com/company/ordivo
• Instagraminstagram.com/orderonlineid
• TikToktiktok.com/@orderonlineid

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 OrderOnline