Aladdin
Aladdin Commerce is an Indonesian B2B business enabler serving international FMCG brands with integrated sole agency, national distribution, e-commerce enablement, digital marketing, and e-fulfillment services across 15,000+ online and offline sales channels nationwide.
- Company typePrivate
- Founded2018
- HeadquartersCakung, Indonesia
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Aladdin does
Aladdin Commerce (legal entity PT. Aladdin Sarana Indonesia) is an Indonesian B2B one-stop business enabler headquartered in East Jakarta, founded in 2018 as the digital business arm of SAMB Group (Sarana Abadi Makmur Bersama, established 2004). The company serves international FMCG brands seeking to enter or expand in Indonesia, providing four integrated solutions: National Distribution (importation, licensing and registration including BPOM, Medical Devices, SNI, and Halal certification, plus nationwide sales through modern trade, general trade, and online channels), E-Commerce Solution (store management, traffic optimization, and CRM across major marketplaces), Digital Marketing Solution (live streaming, social media management, KOL campaigns, content production, and campaign optimization, with official TikTok Shop partner status), and E-Fulfillment & Logistics (inventory management, order processing, picking, packing, shipping, and returns).
The technology backbone is an integrated OMS/ERP/WMS stack with multi-location capabilities and API connectivity to client systems. The Javelin Warehouse Management System tracks each product by location and quantity across all warehouses, supported by a 40,000+ m2 infrastructure footprint across seven facilities (Pulo Gadung, Pulo Gebang, Narogong, Tangerang, Bogor, Surabaya established 2023, and Medan established 2024), 120-125 fleet vehicles, and 10+ logistic partner integrations (JNE, J&T, Grab, Gojek, SAMB). Additional system partners include Forstok, ERP Next, and Jubelio for unified chat CRM. The company reports a 1x24 hour order processing guarantee and integrates with major Indonesian e-commerce marketplaces including Tokopedia, Shopee, Lazada, JD.ID, Bukalapak, and BliBli, alongside modern trade retailers Hypermart, Indomaret, AlfaMart, and Aeon.
Aladdin's business model centers on sole agency distribution (the company purchases inventory from brand clients and resells through its 15,000+ sales channels, generating margin on the buy-sell spread) combined with managed services (e-commerce store operations, digital marketing, and e-fulfillment billed as ongoing engagements with weekly reporting) and project-based professional services (licensing and registration). Go-to-market is B2B direct sales to enterprise brand clients, with all pricing quote-based and tailored. The client portfolio includes 15+ enterprise FMCG brands such as Unilever International (first sole agency partner starting 2020), Tommee Tippee, Danone, Fonterra, Paseo, Suave, Lux, Pears, Rexona, Ponds, Lifebuoy, SGM, Nutrilon, Nice, Anmum, Lactamil, Anlene, and Anchor. The company reported 10x revenue growth from 2019 to 2021 and 20x growth versus its 2019 baseline, supported by capital facilities including bank guarantees, distributor financing, credit facilities, and letters of credit.
Aladdin firmographics
Firmographics- Name
- Aladdin
- Legal name
- PT. Aladdin Sarana Indonesia
- Website
- https://aladdincommerce.co.id
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Aladdin Commerce is an Indonesian B2B business enabler serving international FMCG brands with integrated sole agency, national distribution, e-commerce enablement, digital marketing, and e-fulfillment services across 15,000+ online and offline sales channels nationwide.
- Ownership category
- akta.pro rank
Aladdin industry classification
Industry- Product category
- Brand Distribution & E-Commerce Enablement
- NAICS
- General Merchandise Retailers (455), Retail Trade (44-45)
- SIC
- Retail-Misc General Merchandise Stores (5399), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- General Merchandise/Department Store Omnichannel (CRAFAEAF)
- akta.pro secondary industries
- Parcel Shipping, Labeling & Rate Shopping Platforms (CRAFAMAF), Retail ERP (Merchandising, POS Back Office) (HDAEAEAD)
Keywords
Where Aladdin is headquartered
LocationHeadquarters
- HQ city
- Cakung
- HQ country
- Indonesia
- HQ region
- Asia
Offices7 records
Markets served
Aladdin business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Sole Agency / Distribution Revenue: Aladdin acts as a sole agent (distributor) for brands — it buys products from brands and sells/distributes them through its nationwide network of 15,000+ online and offline sales channels. Revenue is generated through the margin between the buying price and selling price across the distribution network.
- E-Commerce Enabler Services: End-to-end e-commerce solutions including official store management, customer service management, supply chain management, and e-fulfillment for brands selling on marketplaces (Tokopedia, Shopee, Lazada, etc.). Services are bundled as a managed service offering.
- Digital Marketing Services: Social media management, live streaming, content production, KOL management, and campaign optimization services for brand clients. Billed as a managed service with weekly reporting to clients.
- E-Fulfillment and Logistics: Fulfillment services including inventory management, order processing, picking and packing, shipping, and returns handling for e-commerce brands. Supported by a network of 40,000+ m2 warehouses and 120+ fleets.
- Licensing & Registration Services: Assistance with legal licensing and registration including BPOM, Medical Devices, SNI, and Halal certification for brands entering the Indonesian market. Offered as part of the National Distribution Solution.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Aladdin product offering
Product offeringCore offering
Aladdin Commerce is a B2B one-stop business enabler that helps international FMCG brands enter and expand in Indonesia. The company buys products from brands under sole agency agreements and sells/distributes them through 15,000+ online and offline channels, while also providing end-to-end e-commerce enablement, digital marketing, and e-fulfillment services powered by integrated OMS, ERP, and WMS systems.
Product overview
Aladdin Commerce is a One Stop Business Enabler providing integrated services through four core product solutions: National Distribution Solution (covering nationwide sales, licensing, and logistics), E-Commerce Solution (end-to-end online business support), Digital Marketing Solution (data-driven marketing, live streaming, social media, and content creation), and E-Fulfillment & Logistic (inventory, order processing, and delivery management). These solutions are powered by integrated OMS, ERP, and WMS systems, with infrastructure including 40,000m2 warehouses, 120+ fleets, and 300+ specialized team members serving brands across Indonesia.
Differentiator
Problem solved
Functional benefit
Products and services
- National Distribution Solution Comprehensive A-to-Z national distribution service covering importation, licensing and regulatory registration (BPOM, Medical Devices, SNI, Halal), nationwide sales and distribution through all relevant channels, inventory management, and logistics. Targeted at international FMCG brands seeking market entry in Indonesia.
- E-Commerce Solution End-to-end e-commerce enablement solution including holistic consultation, online store management, marketplace channel activities, traffic optimization, CRM handling, fulfillment capability, and integrated system management (OMS, WMS, ERP). Targets brands seeking to grow on Indonesian e-commerce marketplaces.
- Digital Marketing Solution Data-driven digital marketing service covering live streaming, social media management, KOL campaigns, content production, advertisement optimization, and TikTok Shop partnership activities. Delivered as a managed service with weekly reporting.
- E-Fulfillment and Logistic End-to-end e-commerce fulfillment service covering inventory management, order processing, picking, packing, shipping, and real-time monitoring. Backed by integrated WMS, OMS, and platform systems, with a 1x24-hour order processing guarantee and 120+ delivery fleet.
Quantifiable outcome
- Achieved approximately 10x growth in business revenue from 2019 to 2021
- +3 more outcomes
Companies that use Aladdin
Customer profileNamed customers18 records
Segments4 records
Ideal customer profiles4 records
Aladdin technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Aladdin partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, minor and flagship.
- TokopediacoreSales channel partner for e-commerce enablement. Aladdin manages brand official stores on Tokopedia as part of its e-commerce solution services.
- ShopeecoreSales channel partner for e-commerce enablement. Aladdin manages brand official stores on Shopee as part of its e-commerce solution services.
- LazadacoreSales channel partner for e-commerce enablement. Aladdin manages brand official stores on Lazada as part of its e-commerce solution services.
- JD.IDcoreSales channel partner for e-commerce enablement. Aladdin manages brand official stores on JD.ID as part of its e-commerce solution services.
- HypermartcoreOffline modern trade retail partner for national distribution of client brands. Products are distributed through Hypermart stores across Indonesia.
- IndomaretcoreOffline minimart chain partner for national distribution. Indomaret is one of Indonesia's largest minimart chains, enabling wide consumer reach for Aladdin's client brands.
- AlfaMartcoreOffline minimart chain partner for national distribution of client brands.
- BukalapakminorSales channel partner for e-commerce enablement on the Bukalapak marketplace platform.
- BliBliminorSales channel partner for e-commerce enablement on the BliBli marketplace platform.
- AeoncoreOffline modern trade retail partner for national distribution of client brands through Aeon stores in Indonesia.
- SAMB (Sarana Abadi Makmur Bersama)flagshipParent company and primary logistics partner. SAMB Group established 2004 is a leading modern trade distributor in Jakarta Greater Area with 40,000+ m2 warehouse spaces. Aladdin was created as SAMB Group's digital business arm in 2018. SAMB handles logistics for Aladdin's distribution operations.
- JNEcoreLogistics partner for package delivery and shipping services across Indonesia. JNE is one of Indonesia's largest express delivery companies.
- J&TcoreLogistics partner for package delivery and shipping services across Indonesia. J&T Express is a major express delivery service in Indonesia.
- JavelincoreSystem partner providing the Javelin Warehouse Management System. Javelin is integrated across all Aladdin warehouses, tracking every product by location and quantity, streamlining stocking, packaging, and delivery processes.
- TikTok ShopcoreOfficial TikTok Shop partner. Aladdin is recognized as an official partner for TikTok Shop, enabling brands to reach consumers through TikTok's social commerce platform using live streaming, content creation, and platform-specific marketing strategies.
Scale indicators10 records
Recent moves9 records
Expansion highlights5 records
Aladdin competitors and assessment
Company assessmentBroad incumbents
- DKSH: Large Swiss-listed market expansion services company providing distribution, marketing, and after-sales services across Asia — operates at much greater scale and breadth than Aladdin but overlaps in FMCG brand distribution.
Direct peers
- Anchanto: Singapore-headquartered e-commerce and omnichannel technology provider offering OMS, WMS, and marketplace integration software for brands and distributors — comparable technology stack and customer base to Aladdin.
- SIRCLO: Leading Indonesian omnichannel commerce enabler providing storefront building, marketplace management, and integrated shipping for brands — overlapping closely with Aladdin's e-commerce enablement and fulfillment offerings.
- Jet Commerce: Indonesian e-commerce enabler and official partner of major marketplaces, offering brand management, live commerce, and distribution services for international brands entering Indonesia — directly comparable to Aladdin's e-commerce solution business.
- aCommerce: Southeast Asian e-commerce enabler offering end-to-end services including marketplace management, fulfillment, and digital marketing for FMCG and consumer brands — directly comparable in service mix and target customer profile.
Emerging players
- Warung Pintar: Indonesian tech-enabled distribution and retail platform serving small traditional trade (warung) outlets — adjacent model targeting the general trade channel that Aladdin also distributes into.
- Shopline: Asia-focused commerce platform providing storefront, POS, and marketplace integration tools for brands — competing in part of Aladdin's e-commerce enablement value chain with a SaaS-led model.
Regional players
- Ninja Xpress (Ninja Van): Singapore-headquartered Southeast Asian logistics and fulfillment company with Indonesian operations — comparable as a logistics partner and potential competitor in the e-fulfillment services layer.
- Janio Asia: Singapore-based cross-border e-commerce logistics and fulfillment provider serving brands across Southeast Asia — adjacent competitor in the regional e-fulfillment and brand distribution space.
- SiCepat Ekspres: Major Indonesian last-mile logistics company with fulfillment and warehousing services for e-commerce merchants — overlaps with Aladdin's e-fulfillment and logistics layer, though SiCepat is primarily a logistics carrier.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Aladdin social profiles
Digital presenceAladdin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aladdin leadership team
Management profileNumber of profiles
Profiles3 records
Aladdin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aladdin 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 Aladdin
What does Aladdin do?
Aladdin Commerce is a B2B one-stop business enabler that helps international FMCG brands enter and expand in Indonesia. The company buys products from brands under sole agency agreements and sells/distributes them through 15,000+ online and offline channels, while also providing end-to-end e-commerce enablement, digital marketing, and e-fulfillment services powered by integrated OMS, ERP, and WMS systems.
Is Aladdin a public or private company?
Aladdin is a private company. It is classified as corporate owned and is currently operating.
When was Aladdin founded?
Aladdin was founded in 2018. It employs 101 to 250 people.
Where is Aladdin based?
Aladdin is headquartered in Cakung, Indonesia, in the Asia region.
How does Aladdin make money?
Five revenue lines are on record. Sole Agency / Distribution Revenue is the primary driver. The others are E-Commerce Enabler Services, digital Marketing Services, E-Fulfillment and Logistics and licensing & Registration Services.
Who are Aladdin's main competitors?
DKSH is listed as a broad incumbent. Direct peers are Anchanto, SIRCLO, Jet Commerce and aCommerce. Emerging players are Warung Pintar and Shopline. Regional players are Ninja Xpress (Ninja Van), Janio Asia and SiCepat Ekspres.
Does Aladdin have an API?
Yes. Aladdin offers API integration capabilities for connecting their internal systems (OMS, ERP, WMS) with client systems and various retail stores. The systems are described as integrated and can be connected with customer systems, though this is limited to API-ready systems.
What industry is Aladdin in?
Aladdin's product category is Brand Distribution & E-Commerce Enablement. Its primary akta.pro industry code is CRAFAEAF, General Merchandise/Department Store Omnichannel, with a secondary code of CRAFAMAF, Parcel Shipping, Labeling & Rate Shopping Platforms. Its NAICS code is 455 and its SIC code is 5399.