Bilna (MoxiBilna) – Ecommerce for Baby Products


Focused and committed on family and baby merchandise, Bilna has turned out to be a phenomenal e-commerce domain that is currently listed among the leading entities in this sector. Its baby products are measured to be 10,000 SKU and it currently has around 500 local and international brands. These figures make it a full-fledged retailer in baby space, both online and offline. Expanding its reach and growth in a variety of market, Bilna now offers services and products ranging from product for infants to pregnant women, and also carries beauty and household appliances for the whole family. Based in Jakarta, Indonesia, the company has around 200 employees. P&G, Nestle, Kao, Kimberley-Clark, Danon and many others are recipients of Bilna’s e-commerce platform provision. Since its founding, Bilna has introduced a wide-ranging set of trends in the e-commerce market. Given its enhanced structure and dedicated team, Bilna is expected to continue to grow and corner market share in this space within the region.


Specialties and Statistics:

Bilna specializes in family related e-commerce: baby online shop, household equipment, beauty products and female friendly shopping. According to Bilna, they are the top online shopping destination for South Asian women. Moreover, many see Bilna as a company that is constantly seeking all ways possible to be the biggest conglomerate of its sector throughout South Asia, while keeping a target vision over other international markets.

This claim recently went one step further when Bilna, in jaw dropping merger, joinced forces with ecommerce site Moxi, the woman’s online shopping destination based out of Thailand.


According to Bilna documentation, as of 2014 they claim to receive more than 10000 orders per day, with a whopping 12000 orders on peak days. They are quickly growing citing 3 million visits per month. According to Bilna, 75 percent of its shoppers are female which also further clairfies the merger of Bilna with Moxi-a woman’s online shopping destination. Apart from that, its online portal is listed in top leading websites worldwide and it is reaching more people across the world. The merger will only strengthen that kind of growth and make it possible for Bilna to further grab marketshare in SouthEast Asia.


History and Founders:

Ferry Tenka and Gusmantara Ekamukti Hima, ex-Groupon Indonesian founders, initiated Bilna as a startup in 2012. According to Tenka’s account of its history, it all started from a room in the house with only five staff members. That’s where they carried out all their activities and planned subsequent course of actions such as, piercing into the market, establishing it on a higher scale and amassing greater resources. It was due to the thorough coverage of media, dedicated input of merchants and consistent support of consumers that Bilna witnessed a huge growth across the region. Foreseeing overwhelming potential that e-commerce had in Indonesian market, the team made all efforts possible to make it to the top and lead the sector that they just became a part of. Around a couple of years ago, it worked on producing more diversity of products so it could accommodate all the needs and requirements of customers hailing from different regions. The company faced challenges when it largely focused on online marketing such as relatively short customer lifetime, limitations in modes of payment, high expenditure for product dispatch, etc. Now, it boasts to be one of the largest and leading e-commerce industries, with a prevalent statues among the masses and a high repute in themarket.

Investment rounds:

Bilna, this year in February, announced a Sinar Nas Digital Ventures (SMDV) led investment worth US$15m. Other investors such as Ardent Capita, Gobi Partners, Velos Partners and Facebook co-founder Eduardo Saverin are also a crucial part of this round. Gibi Partners, which has headquarters based in China, and Velos are a new entry in this round. Facebook co-founder Eduardo Saverin also co-founded Velos which manages diverse range of startups across the world. One of its prominent projects, similar to Bilna’s online baby store, is Hopscotch, based in India.

Through Velos and directly, Saverin invested twice in this investment round. Saverin’s relations with Bilna are widely reported and their terms are quite strong. Orami’s announcement also confirmed that he angel-invested in early 2015. Morover, Bilna has also secured two rounds of veiled funding from Golden Gate Ventures, Cyberagent Ventures and East Ventures.


Tororo, Indonesian e-commerce online store, poses an enormous challenge to Bilna and is considered to be its top rival. What gives this rival substantial strength is that it is spearheaded by the former CEO of Indonesia’s biggest online store, namely Ken Dean Lawadinata. Moreover, it has been reported that Matahari, Indonesian based retail online store, could be a growing challenge to Bilna in the region’s market. Other competitions faced are Rocket internet businesses and Softbank-backed Tokopedia. Bilna has the potential to surpass its competitors because of its adaptability to technological advancements and growing trends in the market.


Bilna joined hands with Sociomantic, a renowned advertising agency, in 2014 to enhance its advertisement campaign and reach large swathes of masses. Partnering with Sociomantic proved to be a resounding breakthrough for Bilna as it managed to secure higher number of sales and larger customer base. Bilna capitalized on Sociomantic’s proprietary demand-side platform (DSP). This is an advanced platform that makes it possible for marketers to make use of real-time bidding (RTB) to buy display ads on programmatic basis across complete spectrum of desktop, mobile and facebook inventory.

Moxy, a female-focused e-commerce group originating from Thailand, and Bilna announced merger in the first week of January this year. It is termed to be one of the most significant and crucial mergers of South Asia in recent history. Moxy’s CEO is now the heading the combined group as its newly appointed CEO. The mutual aim is to explore and generate more opportunities, establish new avenues and maintain a strong grip over the e-commerce sector. Both have a shared vision of catering to the growing demands of various shoppers and giving them the best of their services and products. Months of cordial terms and collaboration had made their relations highly effective which resulted in the market-defining merger. Given the

core of their background and operations, both platforms complement each other and add up to each other’s mutual advancement to greater heights in their field of working. What is more uplifting and beneficial to both is their respective backers in the market. They’ve brought them all into the union and look forward to converge their working procedures to attain higher outputs and greater standards. Ardent Capital family and Sinar Mas, Indonesian conglomerate, share strategic partnership on various ventures. Moxy, being a part of Ardent Capital family, has longstanding terms with Sinar Mas. MoxyBilna was introduced as the new name for the marger group; but it soon lost its significance, and now it is termed as Orami.

Website Statistics: website has google pagerank of 3 out of 10. In Alexa World Rank, the website is listed at #23,876. It’s estimated total traffic net worth is $100, 896 USD. Generating $138 USD from daily and $4,146 USD for monthly advertising revenue, it has been receiving 46,071 pageviews. 46.04 % positive growth trend was witnessed in’s last traffic data pattern. Being most popular in Indonesia, its 95.7 % users are from Indonesia.

Countries it operates in:

Currently, Orami operates and carries out its business in Indonesia and Thailand. Nonetheless, according to the executives, there’s a higher probability of devising plans to expand its area of operation. Likely countries where the company is looking forward to advance are Philippines, Vietnam, Malaysia and other parts of Southeast Asia. They key to achieve more expansions, what the e-commerce veterans suggest, is that the executive team should be looking at and evaluating offshore markets, their growing trends and the nature of consumers. Taking into account all these major factors, the comprehensive and pragmatic strategy should be devised. What Orami has gained so far in a very short frame of time is phenomenal and quite encouraging for the entire set of employees. This testifies its promising advances towards international market in near future, with a greater aim to serve the people through an enhanced setup.