Reliance-backed Fynd expands Southeast Asia footprint with Indonesia debut

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Fynd, the AI-native retail technology company backed by Reliance Retail Ventures Limited, has officially launched operations in Indonesia, marking a significant step in its Southeast Asia expansion strategy.

The move positions Fynd within the region’s largest eCommerce market. Indonesia accounts for more than half of Southeast Asia’s total online transaction value, and its digital economy is projected to exceed US$130 billion by 2025. With more than 221 million internet users, the country represents a substantial opportunity for retailers seeking scalable digital infrastructure.

Yet Indonesia’s vast archipelagic geography continues to present supply chain and fulfilment complexities. As a result, retailers are increasingly looking for integrated systems capable of unifying commerce, optimising logistics, and reducing operational inefficiencies.

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A unified AI-native commerce stack

As part of its market entry, Fynd is introducing its integrated AI-native platform designed to connect in-store operations, online commerce, design, production, and supply chain management within a single ecosystem.

Its StoreOS solution powers advanced point-of-sale systems, Endless Aisle capabilities, and clienteling tools, while Storefront enables scalable, brand-led eCommerce experiences. Fynd Konnect provides plug-and-play integrations with leading marketplaces such as Shopee, Lazada, and TikTok, allowing sellers to manage multiple channels from a unified dashboard.

On the operations side, its enterprise-grade Warehouse Management (WMS) and Transport Management (TMS) systems are designed to streamline inventory control and fulfilment. The company is also rolling out Fynd Create, a design and production layer that offers Design-as-a-Service, Garment-as-a-Service, and AI-powered photoshoot capabilities. The solution aims to help fashion brands accelerate product development cycles, reduce reliance on physical sampling and traditional shoots, and move from concept to market with greater speed and data precision.

Collectively, the suite offers Indonesian retailers and fashion brands an end-to-end framework spanning product creation, commerce execution, inventory oversight, and last-mile delivery.

Industry partnership to drive adoption

To deepen local engagement, Fynd has partnered with Asosiasi Pengusaha Garmen dan Aksesoris Indonesia (APGAI), a government-supported association representing Indonesia’s garment and accessories sector. Established in the early 1990s, APGAI plays a central role in strengthening the competitiveness of Indonesian fashion businesses, with members including major retail groups such as Delami Group and Sorella Group.

Through the partnership, Fynd will collaborate with APGAI to support digital transformation initiatives, modernise design and production workflows, and enhance omnichannel infrastructure across member organisations.

“Indonesia doesn’t need incremental eCommerce tools – it needs modern retail infrastructure,” said Ronak Modi, chief business officer – global, Fynd. “Our entry into Indonesia is about enabling the entire value chain with AI – from design and garment creation to unified commerce and intelligent fulfilment. By partnering with APGAI and bringing our AI-native platform to the market, we aim to help Indonesian brands scale faster, operate more efficiently, and compete confidently on a global stage.”

Expanding regional ambitions

Fynd’s Indonesia debut strengthens its footprint across Southeast Asia, complementing its existing operations in India, the GCC and Africa. The company currently serves more than 20,000 stores and 300 enterprise retailers globally.

With Indonesia’s digital commerce sector continuing to expand at pace, Fynd is positioning itself as a foundational technology partner for retailers seeking scalable, AI-driven growth in one of the world’s most dynamic online markets.

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