(L-R) Ferry Tenka, CEO at Orami, Brian Marshal, CEO at SIRCLO, Triawan Munaf, Venture Advisor at East Ventures

Indonesia’s e-commerce enabler SIRCLO announced today it has acquired local parenting platform Orami for an undisclosed amount.

Post-acquisition, Orami will operate as an independent entity that will be integrated within SIRCLO’s line of services.

SIRCLO will leverage its technical capability as well as infrastructure to strengthen the enabler services and bridge brands to a broader consumer base.

At the same time, Orami’s role within SIRCLO will be to serve as the extended effort to make that mission a reality — with a strength that lies in the community network of mothers who actively shop for their parenting needs through e-commerce.

As per the deal, Orami CEO Ferry Tenka Tenka and President Hendrawan Kartika will take on the roles of SIRCLO’s CMO and CFO, respectively.

Founded in 2013, SIRCLO helps businesses across various scales sell online. It claims to have served over 100,000 well-known brands across 34 provinces in Indonesia.

Last year, SIRCLO claims to have recorded up to a four-fold transaction surge, owing to changes in consumer behaviour that took place during the COVID-19 pandemic.

On the other hand, Orami is a Jakarta-Indonesia-based company that enables the combination of parenting content, commerce, and community under one ecosystem.

Also Read: [Updated] Orami is raising another round of funding, set eyes on acquisition

Backed by the likes of Facebook co-founder Eduardo Saverin, Ardent Capital, and Velos Partners, Orami claims to be recording over five million monthly active users.

“We see this synergy as a really big opportunity to accelerate Orami’s growth. In parallel, it enables us to accommodate the needs of brands and consumers,” said Tenka.

“This corporate action can expand the enabler services that SIRCLO offers to brand owners who are seeking to enter the online market. Orami has a shopping site that facilitates established brands from the mom and baby category in selling their products. Therefore, we have a joint mission to combine our strengths in helping brands sell online in a more strategic, scalable, and efficient manner,” SIRCLO founder Brian Marshal added.

Image Credit: SIRCLO

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