East Ventures-backed Sirclo acquires Indonesian online parenting firm

Indonesia-based ecommerce firm Sirclo has acquired Orami, an online parenting platform backed by East Ventures, for an undisclosed sum.

Photo credit: Sirclo

The acquisition of Orami’s community and distribution model will complement Sirclo’s omnichannel strategy, which offers technological capability and infrastructure to entrepreneurs.

Founded in 2013, Sirclo helps businesses sell their products online through its entrepreneur and enterprise solutions. The entrepreneur solution offers an online store management platform for small and medium-sized businesses to sell across Sirclo’s website, marketplace, and chat commerce. Meanwhile, the enterprise solution provides end-to-end ecommerce services.

The acquisition “is a strategic step that will accelerate Sirclo’s capabilities in better serving brand owners and SMEs,” said Willson Cuaca, co-founder and managing partner of East Ventures, which backs both the companies. “Sirclo holds the right position and is executing at the prime time of digital transformation.”

Orami has curated content about parenting, lifestyle, and households for Indonesian parents. It claims to engage about 5 million monthly active users on its platform.

The deal will bring a total of about 1,000 employees together from both organizations, with Orami operating as an independent entity that is integrated with Sirclo’s line of services.

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Orami CEO Ferry Tenka will join Sirclo as chief marketing officer. Meanwhile, Orami president Hendrawan Kartika will be Sirclo’s new chief financial officer.

Sirclo also said it recorded a positive net operational income by the end of 2020, with a combined turnover of 3.3 trillion rupiah (US$227.6 million).

Currency converted from Indonesian rupiah to US dollar: US$1 = 14,499.35 rupiah.