iSeller Secures IDR 120 Billion Pre-Series B Funding to Revolutionize Indonesia’s Omnichannel Landscape

The Indonesian retail technology landscape is heating up as iSeller, a leading Point of Sales (POS) developer, recently announced a significant milestone in its growth journey. The startup has successfully secured IDR 120 billion in pre-Series B funding, a move that signals strong investor confidence in the future of omnichannel commerce in Southeast Asia. This latest round was led by high-profile venture firms AppWorks and Openspace Ventures, with continued support from existing investors Mandiri Capital Indonesia (MCI) and Indogen Capital.

This fresh injection of capital is not just a numbers game; it is a strategic war chest designed to scale iSeller’s operations across the archipelago. The company has set its sights on expanding its physical business coverage to 50 cities throughout Indonesia. Beyond geographical expansion, the funds will be channeled into accelerating merchant acquisitions and deepening strategic partnerships with industry giants like Grab. The ultimate goal is ambitious: to boost the company’s overall performance by a staggering 500% compared to its previous achievements.

Remarkable Growth and a Vision for MSMEs

Reflecting on the journey so far, iSeller's Founder and CEO, Jimmy Petrus, highlighted the company's impressive trajectory. Since their Series A round last year, iSeller has witnessed a growth rate of over 300% year-on-year in both merchant acquisition and annual revenue. This momentum serves as the foundation for their next phase of development.

Jimmy emphasized that this funding is a commitment to the millions of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia currently navigating the digital transformation. By updating their technology, infrastructure, and product suite, iSeller aims to be the primary engine that takes these businesses to the next level. The vision is to create a holistic ecosystem where digital solutions aren't just an add-on but the core of a merchant's success.

Investor Confidence in the Omnichannel Future

Jamie Lin, Founder and Chairman of AppWorks, expressed high praise for iSeller’s ability to improve business efficiency for MSMEs in such a short span. According to Lin, iSeller has the clear potential to become the market leader in the omnichannel POS space. He noted that the dedication of the founders is a critical asset in the SaaS (Software as a Service) industry, where the pace of innovation never slows down. AppWorks, which also backs other Indonesian ventures like HarukaEdu and Fabelio, sees the Point of Sales sector as a primary growth driver in the coming years.

Building the 'Merchant Super App'

Founded in 2017, iSeller has evolved from a simple POS system into a comprehensive platform that allows merchants to sell across online stores, offline retail, and various marketplaces seamlessly. The company’s ambition is to become the definitive 'super app' for merchants, mirroring the ecosystem approach seen in platforms like Gojek’s GoBiz.

Kevin Ventura, iSeller’s Chief Commercial Officer, outlined a bold strategy for 2022, targeting 10x growth. The focus is specifically on businesses in the retail, F&B, service, and lifestyle sectors—especially those that rely heavily on e-commerce as their primary revenue stream. To support this, iSeller recently introduced 'iSeller Go,' a mobile-centric solution that allows small MSMEs to run their business and POS directly from a smartphone.

Innovative Solutions and Strategic Partnerships

One of the biggest pain points for modern sellers is managing multiple marketplace accounts. iSeller’s Marketplace Integration feature addresses this by allowing sellers to manage everything from a single web-admin dashboard. This feature has already been adopted by hundreds of merchants looking to streamline their operations.

Furthermore, iSeller has been designated as an official WhatsApp Business Partner in Indonesia. This partnership is a gateway into the burgeoning world of social and chat commerce. Kevin also hinted that more innovations are on the horizon, including upcoming collaborations with Facebook, which will likely further integrate social selling into the iSeller ecosystem.

Proven Impact and Market Relevance

Currently, iSeller is already a dominant force in 10 major cities outside the Greater Jakarta area, including Bandung, Bali, Medan, Surabaya, and Batam. The platform processes over a million transactions per month and is trusted by more than 60,000 business players. Their clientele ranges from local MSMEs to premium brands such as SOGO, Lemonilo, United Bike, and Damn! I Love Indonesia.

The relevance of iSeller’s omnichannel approach is backed by data. Research from the '2020 Ecommerce Fulfillment Trends Report' indicates that 86% of e-commerce merchants sell on more than one channel, and 69% plan to increase their online channels in the future. In a market where MSMEs often struggle with financial, operational, and expansion hurdles, iSeller’s SaaS model provides an agile solution that helps businesses scale without the traditional growing pains.