What Shopdeca.com does

Shopdeca.com, operated by PT. Shopdeca Global and headquartered in Jakarta, is an Indonesia-based direct-to-consumer e-commerce retailer founded in July 2013. It positions itself as Indonesia's first lifestyle e-commerce store, aggregating a curated assortment of international indie fashion labels and emerging local designers across five vertical categories: women's, men's, and kids fashion; home living (kitchen, living, bath, office, books); tech accessories and gadgets; and travel gear. Product prices are fixed and range from approximately Rp 100,000 to Rp 6,000,000, with periodic sale/discount mechanics but no subscription or membership pricing.

The platform runs on a standard Magento-based e-commerce stack with SSL-secured checkout, a web shopping cart, and multi-channel digital distribution (Facebook, Instagram, Twitter, Tumblr, YouTube, LinkedIn). There is no mobile app, no public API, and no disclosed integrations. The company's primary demand-generation engine is the Curators program, which features 11+ Indonesian lifestyle influencers and bloggers (e.g., Ayla Dimitri, Diana Rikasari, Benny Lim) who curate product collections and drive social-proof-led traffic. Distribution is single-country (Indonesia) with an SG country-toggle on the storefront that suggests an attempted, but not operationally evidenced, cross-border extension.

Commercially, Shopdeca generates revenue exclusively through one-time product sales to individual consumers, with no B2B or enterprise contracts. The company has raised two early-stage rounds (East Ventures in 2013, Polaris Digimedia in 2014), with no subsequent funding events or revenue disclosures in the available data. The snapshot is dated: the website copyright shows 2014, so the operating picture may not reflect the company's current state.

Name

Shopdeca.com

Legal name

PT. Shopdeca Global

Website

https://shopdeca.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Shopdeca.com is an Indonesia-based curated lifestyle e-commerce retailer, founded in 2013, selling fashion, home, tech, and travel products from international indie labels and local designers to mass-market Indonesian consumers via a direct-to-consumer online storefront.

Ownership category

akta.pro rank

Product category

Online Lifestyle Retail

NAICS

Clothing and Clothing Accessories Retailers (4581), General Merchandise Retailers (455)

SIC

Retail-Department Stores (5311), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Fashion & Accessories Marketplaces (CRAFABAA)

Keywords

• Curated fashion e-commerce
• Lifestyle online store
• Indie fashion retail
• Designer home goods
• Online fashion marketplace

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Product Sales: Shopdeca generates revenue through direct product sales of fashion, accessories, home living, tech gadgets, novelties, and travel products. Customers purchase items through one-time transactions at listed prices. The platform acts as an online retailer, selling products directly to consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Shopdeca is Indonesia's first lifestyle e-commerce store, operating as a curated online retailer of fashion apparel (women's, men's, and kids), home living goods, tech gadgets and accessories, and travel products. The platform sources products from international indie fashion labels (Bellroy, Cheap Monday, Daniel Wellington, Herschel, Nixon, WeSC) and emerging Southeast Asian designers, selling directly to Indonesian consumers via its online storefront. Its differentiating feature is the Curators program, where Indonesian lifestyle influencers curate themed product collections that act as both merchandising and social proof.

Product overview

Shopdeca.com is Indonesia's first lifestyle e-commerce store offering a curated selection of fashion, home living, tech gadgets, novelties, and travel products. The platform features international indie fashion labels alongside emerging local designers including Bellroy, Cheap Monday, Daniel Wellington, Herschel, Nixon, WeSC, Kinto, and Yumumu. The portfolio spans women's, men's, and kids fashion; home décor and furniture; tech accessories; and travel products. Additional offerings include a curators program featuring lifestyle influencer collections and a sale section with discounted items.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Fashion Women's clothing, footwear, accessories, jewellery, outerwear, sportswear, and dresses including tops, bottoms, dresses (mini, midi, maxi, jumpsuit), swimwear, activewear, bags, hats, sunglasses, watches, and socks. Targeted at fashion-conscious women in Indonesia seeking indie and emerging designer labels.
• Men's Fashion Men's apparel including tops (T-shirts, polo shirts, shirts, tanks), bottoms (jeans, pants, shorts), outerwear (jackets, cardigans, sweaters), footwear (casual, formal, sneakers), and accessories (bags, belts, hats, sunglasses, wallets, watches, jewellery, socks). Targeted at fashion-forward men in Indonesia.
• Kids Collection (Mum and Kids) Children's clothing, accessories, toys, books, and fun products including school bags, hairpieces, and nursery items. Targeted at Indonesian parents seeking design-forward children's products.
• Home Living Home décor and living products spanning kitchen (cookware, cutlery, dinnerware, table decor), living (lighting, bedding, decor), bath (towels), office (stationery, organizers, notebooks), books (art and design, cooking, kids), and fun (party needs, novelties). Targeted at Indonesian consumers seeking design-forward home products.
• Tech Gadgets and Accessories Technology accessories including smartphone/laptop/tablet cases, camera bags, laptop bags, sleeves, headphones, earphones, speakers, digital audio players, camera straps, power accessories, storage devices, and wearables. Targeted at tech-savvy Indonesian consumers seeking branded quality accessories.
• Travel Products Travel companions including backpacks, foldable bags, messenger bags, suitcases, weekenders, and travel accessories such as toiletries, bottles and tumblers, and luggage tags. Targeted at Indonesian travelers seeking functional yet stylish gear.
• Curators Program Influencer-curated themed product collections featuring 12+ Indonesian lifestyle bloggers and personalities including Ayla Dimitri, Diana Rikasari, Stephanie Crespin, Cindy Karmoko, Rosalinda Tijoe, Benny Lim, Hans Danial Subianto, Stitches and Maps, Skin is an Organ, Clara Devi, and Reza Indra. Curators select and present product assortments to their follower bases.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lazada Indonesia: Lazada is a major Southeast Asian marketplace with a strong Indonesian footprint and significant fashion/lifestyle assortment. It is a broad incumbent competing for the same Indonesian online consumer wallet as Shopdeca.
• Tokopedia: Tokopedia is one of Indonesia's largest marketplaces (now part of GoTo), carrying broad fashion, home, and lifestyle categories. It competes with Shopdeca as a broad incumbent that compresses margins for specialist curated retailers via scale and logistics.
• ASOS: ASOS is a global online fashion retailer with a curated multi-brand assortment of indie and designer labels. Comparable in curation philosophy and indie-brand aggregation to Shopdeca, though at much larger scale and broader geographic reach.
• Shopee Indonesia: Shopee is the dominant general-merchandise marketplace in Indonesia, operated by Sea Group. While not a curated specialist, its massive scale, logistics infrastructure, and growing fashion/lifestyle assortment make it the primary incumbent competing for Shopdeca's target customers.

Direct peers

• Berrybenka: Berrybenka is an Indonesian online fashion retailer offering multi-brand apparel, shoes, and accessories to style-conscious consumers. It is a direct domestic peer to Shopdeca with overlapping customer segments, curated brand positioning, and DTC e-commerce delivery.
• Zalora: Zalora is Southeast Asia's largest curated multi-brand fashion and lifestyle e-commerce platform, with an active Indonesian storefront. It competes most directly with Shopdeca on curated fashion and international indie brands targeted at Indonesian fashion-conscious consumers.
• Love, Bonito: Love, Bonito is a Singapore-headquartered fashion and lifestyle e-commerce brand that has expanded across Southeast Asia including Indonesia. It is comparable to Shopdeca as a curated multi-category fashion/lifestyle retailer serving SEA consumers.
• Zilingo: Zilingo is a Southeast Asian fashion and lifestyle commerce platform serving brands and consumers across the region. It is comparable to Shopdeca in its multi-category fashion/lifestyle scope and Southeast Asian DTC orientation.
• The FThing: The FThing is an Indonesia-based online multi-brand fashion boutique carrying indie and emerging designer labels. It shares Shopdeca's curated-lifestyle positioning, focus on indie fashion brands, and target fashion-forward Indonesian shoppers.
• Sorabel: Sorabel (formerly Sale Stock) is an Indonesian fashion e-commerce platform offering curated apparel at accessible price points. It directly competes with Shopdeca in the Indonesian online fashion category with overlapping mid-market fashion-curious consumers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/shopdeca
• YouTubeyoutube.com/channel/shopdeca
• Facebookfacebook.com/Shopdeca
• LinkedInlinkedin.com/company/2998226
• Instagraminstagram.com/shopdeca

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 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 Shopdeca.com