Orami eyes regional growth

Orami, Southeast Asia’s leading femalefocused e-commerce platform, is expanding its footprint as part of efforts to boost growth in the region’s US$2.4-billion online shopping market.

The Jakarta-based business-toconsumer e-commerce firm has been rebranded from MoxyBilna after securing $15 million in funding from several investors last year, led by tech investment firm SMDV and including Facebook co-founder Eduardo Saverin.

MoxyBilna was the strategic merger of Moxy Co, a female-focused Thai e-commerce firm, and Bilna Co, an Indonesian e-commerce platform for mother-andbaby products. Orami has 500 employees. Jeremy Fichet, chief executive of Orami, said capital from the investor funding would be directed towards enriching Orami’s product selection for women, optimising the mobile and technology strategy under a unified platform for the region and extending the end-to-end user experience.

Orami will also look at expansion into new markets in Southeast Asia.

Mr Saverin, who was also Facebook’s first investor, has described the Orami team as “on top of its game” with a focus on the intersection of social commerce, content and women.

Orami will focus on enlarging the assortment of items for women, offering a personalised and curated experience.

The company will also build a common IT infrastructure for Thailand and Indonesia, with Indonesian products available for sale in Thailand.

“We will slowly transition the Moxy brand in Thailand to the Orami brand over the next six months and will have a unified brand regionally,” Mr Fichet said.

In the short term, customers will witness an evolution in the look, feel and navigation as the company improves the online shopping experience.

The company’s customers in Thailand are mostly women aged 25-35 and young mothers.

The site’s top sellers are diapers, baby formula, water purifiers, smart vacuums and facial treatment essences. The typical purchase is 1,500-2,000 baht.