Indonesia Distribution Hub

What Indonesia Distribution Hub does

Indonesia Distribution Hub (IDH), operating as PT. Indonesia Distribution Hub, is a privately held Indonesian B2B e-commerce marketplace that digitizes the procurement of fast-moving consumer goods (FMCG) across the country. Launched in late 2018 and formally established in 2019, the platform connects three sides of the FMCG ecosystem — principals (brand owners), distributors, and downstream store owners / resellers — by allowing store owners to browse 48,000+ SKUs from 330+ principals, place orders self-serve, and receive shipments directly from local distributors in their city. IDH operates as a unified marketplace serving 380,000+ registered active stores across 232 cities with over 1,000,000 yearly transactions.

The core technology is a web and Android-based B2B e-commerce platform accessible at idh.id, complemented by a secondary product, IDH Laris, a Point of Sale (POS) system for store operations. Distribution is hybrid: a self-serve digital onboarding flow targets SMB store owners, while an enterprise/field sales motion targets principals and large distributors. Distribution from principals to end stores is fulfilled through regional distributors, preserving the traditional FMCG distribution chain while layering digital ordering, pricing transparency, and demand visibility on top. The company also maintains active customer support via WhatsApp and a presence across Facebook, Instagram, Twitter, and YouTube.

IDH generates revenue primarily through marketplace commissions on transactions processed via its platform (marketplace_commission revenue model). Pricing is not publicly disclosed and appears to vary by segment and product mix. The company is founder-owned and bootstrapped, with no disclosed external venture capital or debt funding rounds; ownership rests with CEO and co-founder Jack Ng and partners Elfran Suryanto, Meilissa Norman, and Yoshihiro Bando. Headcount sits between 11 and 50 employees, including engineering (Android, backend, QA), data science, trade marketing, and partner activation functions, consistent with an early-stage scaling operation rather than a mature enterprise.

Name

Indonesia Distribution Hub

Legal name

PT. Indonesia Distribution Hub

Website

https://idh.id

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Indonesia Distribution Hub (IDH) is a B2B e-commerce marketplace connecting FMCG principals, distributors, and store owners in Indonesia, enabling procurement of 48,000+ SKUs to 380,000+ active stores across 232 cities via commission-based transactions.

Ownership category

akta.pro rank

Product category

FMCG B2B E-Commerce Marketplace

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• B2B FMCG marketplace
• Consumer goods distribution
• Wholesale e-commerce platform
• Retailer procurement platform
• Three-sided distribution network

Headquarters

HQ city

Dki 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, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. B2B Marketplace Transaction Fees: IDH operates as a B2B e-commerce marketplace connecting store owners, resellers, distributors, and principals. The platform facilitates transactions and earns revenue through transactional fees on sales processed through the platform.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Indonesia Distribution Hub (IDH) operates a B2B e-commerce marketplace that connects FMCG principals (brand owners), distributors, and store owners/resellers across Indonesia, enabling retailers to order stock online from multiple principals with transparent pricing and direct delivery from local distributors. The platform supports 48,000+ SKUs from 330+ principals, serves 380,000+ active stores across 232 cities, and is accessed via a self-serve website and Android app. A companion POS product, IDH Laris, is offered for store management.

Product overview

Indonesia Distribution Hub (IDH) operates as a unified B2B FMCG e-commerce platform connecting store owners, resellers, distributors, and principals (brand owners) across Indonesia. The core product is the IDH Platform, which enables online procurement of Fast Moving Consumer Goods. The ecosystem also includes IDH Laris, a POS system for store management. Products are shipped directly from local distributors, and the platform supports over 48,000 SKUs from 330+ principals across 232 cities in Indonesia.

Differentiator

Problem solved

Functional benefit

Products and services

• IDH Platform A B2B FMCG e-commerce marketplace that enables Indonesian store owners and resellers to purchase stock online from multiple principals (brand owners), with products shipped directly from local distributors across 232 cities.
• IDH Laris A point-of-sale (POS) system offered as part of IDH's product ecosystem to support store management for retail customers.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Faire: US-based wholesale marketplace connecting brands and independent retailers, with retail and FMCG-adjacent categories. Comparable to IDH in its three-sided structure (brand-principal, distributor-wholesaler, retailer-buyer) and commission-based monetisation on retailer orders.
• Udaan: India-headquartered B2B e-commerce platform connecting manufacturers, wholesalers, and retailers across categories including FMCG and staples. Closest direct peer to IDH by model: three-sided marketplace monetising via transaction commissions and serving offline retailers with digital procurement.
• Moglix: India's largest B2B commerce platform for industrial and MRO supplies, with growing FMCG and institutional foodservice presence. Highly comparable three-sided marketplace model serving retailers/businesses via principals and distributors, monetising take-rate on transactions.
• Ankorstore: European B2B wholesale marketplace enabling brands to reach independent retailers with transparent pricing and self-serve ordering. Directly comparable to IDH in digitalising a fragmented offline-retail procurement flow and monetising through transaction fees.
• DealShare: India-based B2B and social commerce platform serving kirana retailers with FMCG and staples procurement. Comparable three-sided model with principals, distributors, and store owners; similar emerging-market, mobile-first onboarding approach.

Regional players

• Bukalapak (Mitra Bukalapak): Major Indonesian consumer marketplace that has expanded into Mitra Bukalapak, a B2B-like offering serving warung and small retailers with procurement and digital services. Same Indonesian geography and overlapping SMB-retailer base as IDH, though primarily consumer-facing rather than FMCG-distribution focused.

Broad incumbents

• Shopee (Sea Group): Leading Southeast Asian consumer marketplace with a massive Indonesian seller base and growing merchant-services capabilities. Competes indirectly with IDH for merchant mindshare in Indonesia, though its primary monetisation is consumer marketplace GMV rather than retailer procurement.
• Amazon Business: Amazon's B2B procurement marketplace serving businesses of all sizes with broad SKU coverage including office, janitorial, and lab supplies. Offers overlapping marketplace mechanics but as a small subset of a global B2C/B2B retailer; broader portfolio than IDH's FMCG focus.
• Alibaba 1688: China's largest B2B wholesale marketplace connecting manufacturers to domestic and international buyers across FMCG and general merchandise. Comparable category breadth and commission-based monetisation, but operates at vastly larger scale and is a global incumbent rather than regional specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/idh_id
• YouTubeyoutube.com/channel/UChI2pxgSc1MGZNVU9huB6gg
• Facebookfacebook.com/idhofficial.id
• Instagraminstagram.com/idh.id
• LinkedInlinkedin.com/company/pt-indonesia-distribution-hub

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Indonesia Distribution Hub