Social commerce firm Super allocates up to 20% of US$28m funding for marketing

Indonesian social commerce platform Super has bagged US$28 million in series B funding led by SoftBank Ventures Asia. CEO Steven Wongsoredjo told MARKETING-INTERACTIVE that about 10% to 20% of the funds will go to marketing initiatives which include holding mini roadshows to acquire agents. Founded in 2018 by Wongsoredjo and Debeasinta Budiman, the company is currently present in 17 cities in East Java and is backed by Y Combinator

The latest funding round brings Super's total funding to more than US$36 million, having raised US$7 million in series A funding previously. It is known for delivering consumer goods to agents, typically within 24 hours of order. The funding will enable the company to expand its presence within East Java and in other provinces, as well as develop its own service SuperEats. Super aims to use technology to empower community leaders to become self-made entrepreneurs, build a logistics network with the lowest cost, and facilitate communication for social buying.

Wongsoredjo told MARKETING-INTERACTIVE that as a result of the pandemic, Super had to arrange smaller offline events and adhere to strict public health measures. To future-proof its business and marketing, the team's current aim is to increase brand awareness by using Millennials as brand ambassadors. It will also leverage on influencers to build trust for the Super brand moving forward.