Gogobli

What Gogobli does

Gogobli (operating as PT Gogobli Asia Teknologi) is an Indonesia-based B2B digital distribution platform that connects health and beauty brand principals directly to offline SME retailers across the country. Founded in 2011 and headquartered in Central Jakarta, the company targets apotek (pharmacies), toko obat (drug stores), toko kosmetik (cosmetics stores), and toko jamu (herbal medicine shops) with a self-serve web and mobile application offering more than 40,000 product SKUs sourced from hundreds of brand principals including Enervon, Bayer, Blackmores, Natur-E, Imboost, and Promag. All products are guaranteed BPOM-licensed (Indonesian FDA) and sourced directly from principals or their appointed official distributors to ensure authenticity and competitive pricing.

The platform functions as a two-sided marketplace. Retailers register for free and gain access to product catalogs, daily promotional pricing, cashback points, free shipping incentives, and nationwide delivery via integrated third-party logistics providers (JNE, J&T Express, Ninja Xpress, SiCepat, AnterAja). On the supply side, principals receive real-time performance dashboards, campaign creation and monitoring tools, in-app promotional capabilities, and access to Gogobli's retailer network across Java and Sumatra — from urban centers to remote rural areas — without building their own distribution infrastructure. Payment flexibility includes bank transfers (BCA, CIMB Niaga, Mandiri, BRI, Permata), e-wallets (OVO, GO-PAY, LinkAja, ShopeePay), credit cards, and over-the-counter cash payments at Alfamart and Indomaret outlets.

Gogobli generates revenue through product transaction margins on each sale; no subscription, listing, or platform access fees are charged to retailers. The company secured Series A funding in April 2017 from OSK Ventures International, a Malaysia-based private equity firm, in its first Indonesian investment. Operating with a team of 51-100 employees, Gogobli positions itself as the largest B2B digital distribution platform specifically focused on health and beauty products in Indonesia, addressing distribution inefficiencies, counterfeit product risks, and limited rural access to promotional pricing for SME retailers.

Name

Gogobli

Legal name

PT Gogobli Asia Teknologi

Website

https://gogobli.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Gogobli is an Indonesia-based B2B digital distribution platform connecting health and beauty brand principals directly to offline SME retailers (pharmacies, drug stores, cosmetics shops, herbal medicine stores) via a web and mobile app, generating revenue through product transaction margins across 40,000+ SKUs in Java and Sumatra.

Ownership category

akta.pro rank

Product category

B2B Distribution Platform (Health and Beauty)

NAICS

Other Specialty Food Retailers (44529)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)

akta.pro secondary industry

Online B2B Grocery Supply for Small Businesses (Wholesale-to-Consumer/Prosumer) (CRAHAIAL)

Keywords

• B2B distribution platform
• Health and beauty products
• Pharmaceutical wholesale marketplace
• SME retailer procurement
• Digital distributor Indonesia

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product sales to SME retailers: Gogobli sells health and beauty products (vitamins, supplements, cosmetics, herbal remedies, body care, mother & baby products) directly to registered SME retailers (apotek, toko obat, toko jamu, toko kosmetik). Products are sourced directly from principals or their appointed distributors. Revenue is generated through product margins on each transaction. The platform also offers promotional pricing and cashback points as incentives.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels9 records

Core offering

Gogobli is a B2B digital distribution platform that connects health and beauty brand principals directly to offline SME retailers (pharmacies/apotek, drug stores, cosmetics stores, and herbal/Jamu stores) across Indonesia through a web and mobile application. It aggregates tens of thousands of BPOM-licensed SKUs from hundreds of principals and provides retailers with competitive pricing, daily promotions, cashback points, free shipping, and delivery via third-party logistics to urban and remote rural areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Gogobli B2B Distribution Platform B2B digital distribution platform (web and mobile application) connecting health and beauty brand principals directly to offline SME retailers (pharmacies/apotek, drug stores/toko obat, cosmetics stores/toko kosmetik, herbal/Jamu stores/toko jamu) across Indonesia. Retailers self-register, browse and order tens of thousands of SKUs from hundreds of principals, and receive delivery via third-party logistics.
• Gogobli Mobile Application (iOS/Android) Mobile application providing registered SME retailers with on-the-go access to the Gogobli product catalogue, ordering, cashback points, and promotional deals. Users report placing it on the first home screen due to daily procurement usage.

Quantifiable outcome

• One store owner (Toko Jamu Tulung Agung) reported transacting tens of times with hundreds of millions of rupiah in value shortly after adopting Gogobli.
• +3 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

Feature5 records

Partnerships

18 partnerships are on record, tiered minor and core.

• JNEminorOthersJNE is a third-party logistics partner used by Gogobli to deliver products to retail stores across Indonesia. Delivery fees are charged to the customer based on JNE's standard rates.
• J&T ExpressminorOthersJ&T Express is a third-party logistics partner used by Gogobli for product delivery. Delivery fees are calculated according to J&T Express rates.
• Ninja XpressminorOthersNinja Xpress is a third-party logistics partner for Gogobli's delivery operations.
• SiCepatminorOthersSiCepat is a third-party logistics partner used by Gogobli for product delivery.
• AnterAjaminorOthersAnterAja is a third-party logistics partner used by Gogobli for product delivery.
• OVOminorOthersOVO is a digital payment partner integrated into Gogobli's checkout flow. Customers can pay via the OVO app and confirm payment directly within the OVO application.
• GO-PAY / GOJEKminorOthersGO-PAY (via the GO-JEK app) is integrated as a QR-code payment option in Gogobli's checkout flow.
• LinkAjaminorOthersLinkAja is a digital wallet payment partner integrated into Gogobli's platform for customer transactions.
• ShopeePayminorOthersShopeePay is an e-wallet payment option available on the Gogobli platform.
• DOKUminorOthersDOKU is a payment gateway partner that enables Gogobli to accept payments at Alfamart and Alfa Group retail outlets.
• Alfamart / Alfa GroupminorOthersAlfamart, Alfa Midi, Alfa Express, Lawson, and DAN+DAN are cash payment partner outlets where Gogobli customers can make over-the-counter payments via DOKU.
• IndomaretminorOthersIndomaret is a cash payment outlet partner for Gogobli customers who prefer over-the-counter payment options.
• Bank BCA (Bank Central Asia)minorOthersBank BCA is a bank transfer partner. Gogobli maintains account 229 302 9091 at BCA KCP Jakarta under PT. Gogobli Asia Teknologi.
• Bank CIMB NiagaminorOthersBank CIMB Niaga is a bank transfer partner. Gogobli maintains account 800 1402 13 800 at CIMB Niaga KCP Jakarta under PT. Gogobli Asia Teknologi.
• Bank MandiriminorOthersBank Mandiri is a bank transfer partner. Gogobli maintains account 122 001 888 9090 at Mandiri KCP Jakarta.
• Bank BRI (Bank Rakyat Indonesia)minorOthersBank BRI is a bank transfer partner. Gogobli maintains account 0397-01-000393-30-1 at BRI KC Jakarta under PT Gogobli Asia Teknologi.
• PermataBankminorOthersPermataBank is a payment partner enabling bank transfer and credit card payment processing for Gogobli transactions.
• Health and Beauty Brand Principals (Enervon, Treelains, Thomson, Supravit, Viostin, Cerebrovot, Fix-Caldana Flex, Hallowell, Vegeta Herbal, Scotts, Hemaviton, Sangobion, Healthy Care, Thermolyte, Curcuma Plus, Stimuno, Bayer, Champs Vitamine, Omega 3, Nourish Skin, Promag, Eyevit, Vitabumin, Fitergy, Vitalong, Sakatonik, Brands, Berocca, Fatigon, Nellco, Imboost, Renovit, Natur-E, Omepros, Fitkom, IPI, H2, Biolysin, Blackmores, Appleton, Vitacimin, Welmove, Redoxon, Holisticare, Nutrimax)coreStrategic or Co-development PartnerGogobli works directly with hundreds of brand principals (Enervon, Treelains, Thomson, Supravit, Viostin, Cerebrovot, Fix-Caldana Flex, Hallowell, Vegeta Herbal, Scotts, Hemaviton, Sangobion, Healthy Care, Thermolyte, Curcuma Plus, Stimuno, Bayer, Champs Vitamine, Omega 3, Nourish Skin, Promag, Eyevit, Vitabumin, Fitergy, Vitalong, Sakatonik, Brands, Berocca, Fatigon, Nellco, Imboost, Renovit, Natur-E, Omepros, Fitkom, IPI, H2, Biolysin, Blackmores, Appleton, Vitacimin, Welmove, Redoxon, Holisticare, Nutrimax and more). These principals supply products directly to Gogobli, ensuring authenticity and competitive pricing. Principals gain access to Gogobli's nationwide retailer network for distribution.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ula: Indonesia and Southeast Asia-focused B2B wholesale platform connecting brand owners to SME retailers (warung, kios, small stores). Closely comparable to Gogobli in business model (mobile-first B2B marketplace, transaction take-rate, retailer self-serve, cash-on-delivery/payment flexibility) even though Ula's vertical skews toward FMCG rather than health & beauty.
• Gudang Ada: Indonesian B2B distribution and wholesale platform supplying traditional retailers (warung, toko) with FMCG and consumer goods. Comparable to Gogobli through its B2B digital distribution model serving fragmented offline retailers across Indonesia, though Gudang Ada's SKU mix is more grocery/FMCG than health & beauty.
• Ralali: Indonesian B2B e-commerce marketplace that connects SMEs and businesses with suppliers across multiple categories. Directly comparable to Gogobli as a B2B marketplace targeting Indonesian SME buyers, though Ralali covers general industrial and MRO categories rather than specializing in health & beauty.
• Mbiz: Indonesian B2B procurement platform serving corporate and SME buyers with office, facility, and operational supplies. Comparable to Gogobli in the B2B procurement-from-principals model and Indonesian SME focus, though Mbiz's catalog skews toward corporate/MRO rather than health & beauty SKUs.
• Bizzy: Indonesian B2B e-procurement platform offering a digital catalog of business supplies for SMEs and corporations. Comparable to Gogobli in B2B ordering workflow and Indonesian market focus, although Bizzy primarily serves office and operational procurement rather than retail health & beauty stock.
• PasarMIKRO: Indonesian B2B platform purpose-built for traditional micro-retailers (warung, kios) with mobile-first ordering and credit/payment features. Comparable to Gogobli in targeting fragmented Indonesian SME retailers via digital self-serve ordering, although PasarMIKRO's category mix is food/FMCG rather than health & beauty.

Broad incumbents

• Kimia Farma Trading & Distribution: State-owned Indonesian pharmaceutical and consumer health distributor (subsidiary of PT Kimia Farma Tbk). Comparable to Gogobli as an established drug and health-product distributor serving apotek and retail channels, but KFTD operates as a traditional full-line wholesaler rather than a digital marketplace platform.
• Mitra Bukalapak: B2B arm of Bukalapak targeting Indonesian warung and offline retailers with a digital ordering and fintech offering. Comparable to Gogobli in serving Indonesian offline SME retailers through a digital ordering channel, though Mitra Bukalapak's assortment is broader (FMCG and general) rather than specialized in health & beauty.
• PT Dexa Medica: Established Indonesian pharmaceutical manufacturer and distributor with deep relationships across apotek, toko obat, and hospitals. Comparable to Gogobli as a health-product supplier/distributor into Indonesian retail channels, but operates upstream (principal/manufacturer) rather than as a digital B2B marketplace.

Others

• AgriAku: Indonesian B2B agri-input distribution platform connecting principals to small retailers and farmers. Comparable to Gogobli as an Indonesian B2B digital distribution platform connecting principals to fragmented offline buyers, though operating in agriculture inputs rather than health & beauty.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@gogobli
• Facebookfacebook.com/gogobli
• Instagraminstagram.com/gogobli
• Xx.com/gogobli
• LinkedInlinkedin.com/company/gogobli

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

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 Gogobli