Storie

What Storie does

Storie operates a self-serve e-commerce marketplace platform (storie.id) targeting Indonesian small and medium-sized retailers, with particular emphasis on traditional toserba (convenience/department) store formats seeking to digitize their storefronts. Founded in 2019 and headquartered in Jakarta, the platform enables merchants to create individual online stores ("Toko"), publish product catalogs, accept customer reviews, and display operational details such as business hours and physical addresses. The company's primary stated customer segment is Indonesian SMB retailers requiring accessible digital commerce tooling to reach online consumers.

The platform is web-based and centered on standard marketplace primitives: per-merchant storefront pages, product search within a store, customer review modules, and store-detail views. Underlying technology, proprietary features, and integrations are not publicly disclosed; one documented merchant, Toko A, operates a sample toserba storefront in Sawangan, Depok, illustrating the typical merchant profile and use case. There are no AI/ML capabilities, patents, or certified compliance frameworks indicated in the available data.

Storie's business model relies on transaction fees generated through marketplace facilitation, with a self-serve go-to-market motion that allows merchants to independently onboard and manage their own storefronts without direct sales intervention. Pricing, revenue figures, GMV, and active merchant counts are not publicly disclosed. The company has raised a single funding round to date (October 2019), led by Surge with participation from Blume Ventures, Lightspeed Venture Partners, and Omidyar Network — a notable investor syndicate for an early-stage Indonesian SMB commerce platform.

Name

Storie

Website

https://storie.id

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Storie is a self-serve e-commerce marketplace platform enabling Indonesian small and medium-sized retailers, particularly toserba stores, to create online storefronts, list products, accept reviews, and facilitate transactions digitally.

Ownership category

akta.pro rank

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

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

Revenue model

1. Platform/E-commerce Marketplace: The platform enables merchants to list products and conduct online sales. Revenue appears to be generated through transaction facilitation on the marketplace.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Storie operates a self-serve, web-based e-commerce marketplace platform that enables merchants in Indonesia to create and manage their own online stores (Toko), list products, and receive customer reviews. End customers can search for products, browse store details (including operating hours, addresses, and contact info), and transact through individual merchant storefronts hosted on storie.id.

Product overview

Storie is a single unified store management and product discovery platform. The core Storie Platform enables users to manage individual stores (Toko) on the platform, with features for product search, store details display, customer reviews, and operational hour management. The platform appears to be designed for small retail businesses (toserba/department stores) to list their presence online.

Differentiator

Problem solved

Functional benefit

Products and services

• Storie Platform A web-based store management and marketplace platform that allows merchants to create and manage their own online stores (Toko), list products, and display store-level detail such as reviews, ratings, operational hours, address, and contact information. It is targeted at Indonesian small retail businesses (e.g., toserba/convenience stores) seeking an online sales channel.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves1 record

Expansion highlights1 record

Direct peers

• Pawoon: Indonesian SMB-focused POS and retail management platform (now under Grab), enabling small retailers to manage sales and increasingly digital channels — closely adjacent to Storie's SMB-storefront proposition.
• Tokopedia: Indonesia's largest horizontal marketplace, serving SMB merchants across categories with self-serve onboarding, product listings, search, and reviews — a direct competitive overlap with Storie's SMB storefront offering.
• Bukalapak: Indonesian e-commerce marketplace with deep SMB and warung (small retailer) focus, historically targeting the same toserba/micro-merchant segment Storie serves through Mitra Bukalapak and its marketplace platform.
• Moka POS: Indonesian cloud POS and commerce-enablement platform for SMB retail and F&B merchants, recently acquired by Gojek; comparable to Storie in helping traditional Indonesian retailers digitize storefronts and online presence.
• Blibli: Indonesian e-commerce marketplace with a strong SMB merchant base and direct-to-consumer storefronts, comparable to Storie in targeting Indonesian retailers seeking digital presence.

Emerging players

• Sociolla: Indonesian beauty and lifestyle marketplace operating a vertical specialist platform — comparable business model (specialist marketplace) and target geography, though narrower category focus.
• Ralali: Indonesian B2B e-commerce marketplace targeting SMBs and retailers for sourcing; partial overlap with Storie in digitizing Indonesian SMB commerce, but B2B-skewed.

Broad incumbents

• Shopee: Sea Group-owned marketplace dominating Southeast Asia; its Indonesian arm offers self-serve SMB onboarding with massive consumer traffic, dwarfing Storie's scale but operating in the same SMB-merchant enablement category.
• JD.ID: Indonesian arm of JD.com offering marketplace and first-party retail; serves SMB merchants via its platform while competing for the same Indonesian consumer wallet Storie targets.
• OLX Indonesia: Indonesia's largest C2C classifieds platform for SMB and individual sellers; overlaps with Storie in enabling small merchants and households to list goods online, though transactional depth differs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat1 record

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors4 records

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 Storie