E-commerce enabler Sirclo, which is also known as the Indonesian Shopify, recently announced its plan to acquire Warung Pintar, a startup that digitises and builds solutions for mom-and-pop shops or warung. 

This move marks Sirclo's second acquisition after acquiring Orami last April. The value of the deal is undisclosed, and the acquisition process is expected to complete within the first quarter of this year.

“After more than eight years in the B2B business model for brands in enterprise and entrepreneurial scales, we then realise that the roles of warung and grocery stores will always be significant in the retail ecosystem as an option to fulfil people's daily needs in Indonesia," said SIRCLO Group CEO Brian Marshal in an official statement on 26 January.

With the acquisition, the two entities will work together in providing comprehensive omnichannel solutions for brands, distributors, businesses and end consumers while combining both their offline and online channels. 

Brian said the strategic move indicates Sirclo’s commitment to expanding its enabler services and accommodating more businesses with a wider scale, preparing them so that they can penetrate the online market.

Under the acquisition, Warung Pintar will continue to maintain its brand and identity – including its iconic yellow warung, operating independently as Sirclo’s new retail unit. Warung Pintar co-founder and CEO Agung Bezharie will lead the new division. 

Brian Marshal will continue his role as CEO of the combined entity. COO Danang Cahyono and Chief Marketing Officer Ferry Tenka will head the company’s new Enterprise Solutions and Entrepreneur Solutions units, respectively.

With the merger, Sirclo Group will record more than 150 thousand brands that have been served cumulatively; with more than 500 thousand stall or grocery store owners. It will also reach more than 15 million end consumers and build more than 80 distribution points throughout Indonesia. The acquisition will also combine 2,000 employees from both Sirclo and Warung Pintar.