3 furniture estores in Indonesia where investors can get cozy

Riding the wave of an ecommerce tsunami in Indonesia, traditional brick-and-mortar shops in Jakarta are now forced to rethink their sales strategies. Those who already sell online are likely to continue growing and refining their digital presence, while those without estores will adapt or run this risk of slowly losing market share and relevance.

It’s no secret that Indonesia’s middle class is blossoming, and with it will come more home purchases. But getting the keys to a house, what comes next? The answer is furniture. Until recently, no one has pushed for furniture ecommerce in the archipelago. Consumers traditionally went to traditional home furnishing shops like Informa, Skev, or Ikea.

According to Global Business Guide Indonesia, in recent years, the domestic furniture industry has exceeded US$2.7 billion. This represents a large opportunity for ecommerce entrepreneurs and investors. In no particular order, here are three furniture ecommerce sites that homeowners and tech investors should keep an eye on.

See: MNC Shop CEO prefers TV shopping over ecommerce in Indonesia

Livaza

Livaza is a relatively new startup that sells sofas to chairs, cabinets, dining tables, lamps, light fixtures, and much more. The site went live in February this year. In addition to ordering furniture, users can also customize their own furniture designs on a build-and-ship-on-demand basis.

At the time of launch, Livaza claimed to have more than 300 unique product listings (SKUs) on its website. However, as many of the designs come from boutique furniture artisans all across Indonesia, the startup does not hold stock of all its listed items. In mid-April, Livaza received seed funding from East Ventures (Disclosure: East Ventures also invests in Tech in Asia. See our ethics page).

BeliFurniture

BeliFurniture is the oldest player on this list. Established in 2012, the startup operates out of Jakarta’s Tangerang suburb and focuses on furniture, office equipment, and office supplies. According to co-founder Ronny Hartanto, more than 90 percent of BeliFurniture’s business comes from Indonesia’s corporates looking to furnish their new offices. BeliFurniture also claims to have roughly 9,000 products available.

See: Rocket Internet shuts OfficeFab in Southeast Asia

Fabelio

Fabelio, which quietly launched last month, provides complete sets of furniture for various rooms in your home. It has collections for the living space, dining area, and bedrooms, but also takes pride in its selection of furniture design partners including Guida Arezzi, Reza Anwar, Sadhiya Hanindita, and Fitria Noviianti.

Currently, Fabelio provides free delivery service and has a two-week return policy. However, as Fabelio is still brand spankin’ new, its number of items is nowhere near those of Livaza or BeliFurniture. Tech in Asia is reaching out to Fabelio co-founder Christian Sutardi for more information on the new company.

Kikayu

FurnishLab