Samudra Commerce
Brand and digital operating partner. Marketplace, content, performance, and live commerce — managed end to end.
A single operating partner for international brands building in Indonesia.
We manage the four essentials every foreign brand needs here — regulatory compliance, brand development, retail execution, and creator activation. All under one accountable team.
Layer by layer, end to end
Layer 01 → The consumer
Layer 1
Legal Establishment
PT PMA · BPOM · Halal · Tax
Layer 2
Brand & Digital Marketing
Samudra Commerce
Layer 3
Digital Retail Distribution
VitaminDiskon
Layer 4
Premium Offline Modern Trade
PT Sabang Merauke Trading
Layer 5
Creator & Affiliate Activation
KOL · KOC · Live Hosts
Outcome
The Indonesian Consumer
Every capability a brand needs to enter and grow in Indonesia — built in-house, not stitched together. One partner covers the full stack, from legal setup to the consumer's feed.
280MPeople
221MOnline
5Layers, one team
The Group
PT Samudra International Group helps international brands enter, grow, and scale in the Indonesian market. We manage the four essentials every foreign brand needs here: regulatory compliance, brand development, retail execution, and creator activation.
Built by the founders of Samudra Commerce and VitaminDiskon, the Group draws on more than a decade of hands-on experience in Indonesia's health, wellness, and consumer retail categories — and puts that knowledge to work for your brand.
3
Operating houses
Samudra Commerce · Affiliate Network · VitaminDiskon
10+
Years in market
Across Indonesian health, beauty, and consumer retail
Jakarta
Headquarters
Home to our core team driving growth across Indonesia
National
Distribution reach
Covering all major cities and provinces across Indonesia
The market
Indonesia is the fourth-largest consumer market in the world — and Southeast Asia's fastest-growing digital economy.
280M
Population
Median age 30. The largest consumer base in ASEAN.
1.4T
Nominal GDP
G20 member with an investment-grade sovereign rating.
221M
Internet users
79% of the population, among the most digitally active consumers globally.
$71B
E-commerce GMV
The largest in ASEAN, with video commerce transactions surging 90% year on year.
Channel coverage
Designed for how Indonesian consumers actually shop today.
Today's Indonesian consumer moves fluidly across social commerce, live streaming, online marketplaces, D2C, and premium retail shelves — often within the same purchase journey. Samudra's three operating houses cover this entire landscape end to end, with PT Sabang Merauke Trading extending our reach into premium offline distribution.
Live Streaming
Social Commerce
D2C
Marketplaces
Premium Retail
Three operating houses. One mandate.
Affiliate Network
A proprietary creator and reseller network across KOLs, KOCs, live hosts, and affiliate sellers — supporting brand activation nationally.
VitaminDiskon
Indonesia's leading online health and wellness retailer. Direct-to-consumer with presence on every major marketplace — fully omnichannel.
PT Sabang Merauke Trading
Extending our reach into premium offline stores across Indonesia — a leading importer-distributor, and the fourth layer of the stack.
Layer 2 — Brand & digital marketing
The operating partner for health and wellness brands building in Indonesia.
Samudra Commerce manages your full digital presence — from launch to category leadership. Strategy, content, paid media, marketplace operations, and live commerce, all handled by one in-house team with deep roots in Indonesian health and wellness.
Brand
Brand Strategy & Localization
Positioning, naming, claims, and visual identity, built for the Indonesian market.
Storefronts
Marketplace Operations
Full store management on Tokopedia, Shopee, TikTok Shop, Lazada, and Blibli. Catalog, pricing, promotion, and service.
Content
Studio & Creative Production
In-house studio for photography, video, and platform-native content.
Performance
Paid Media & SEO
Marketplace ads, Meta, TikTok, and Google — optimised against margin and revenue, not spend.
Live
Live Commerce & Broadcast
Trained hosts, owned studios, daily live streams on TikTok Shop and Shopee Live.
Data
Analytics & Category Intelligence
Share-of-shelf, price ladder, and competitor tracking. Fed into weekly operating decisions.
Owned studios · Jakarta
Layer 3 — Digital retail distribution
Where our partners' products meet the Indonesian consumer.
VitaminDiskon operates as a national omnichannel retail engine — enabling brands to launch, scale, and distribute seamlessly across Indonesia's digital commerce ecosystem. From owned D2C to every major marketplace to premium offline modern trade, all covered through one integrated team.
Owned D2C
VitaminDiskon.com
Reach a national customer base directly. First-party data, full margin capture, and brand-led merchandising.
Digital marketplace
VitaminDiskon Official Store
Unified pricing, inventory, and brand presentation across every major Indonesian e-commerce platform.
Premium offline trade
Via SMT Partnership
Distributed through PT Sabang Merauke Trading (SMT), a leading importer-distributor in Indonesia.
Layer 5 — An owned creator network
The trust layer to the Indonesian consumer.
Indonesian consumers buy on recommendation. Samudra owns and operates the creator and reseller network — turning brand spend into measurable sell-through, not impressions.
KOL
Top-tier influencers across health, beauty, lifestyle, and F&B.
KOC
Micro-creators powering TikTok Shop and Shopee Live.
Hosts
Trained live-stream hosts, owned broadcast talent.
Resellers
Affiliate network reaching beyond major cities.
Layer 1 — Establishment & compliance
Establishment & compliance, handled.
The right foundation is a precondition for everything that follows. We manage it as operational hygiene, so a brand's team never needs to engage directly with an Indonesian regulator.
Legal Establishment
PT PMA incorporation, KBLI advisory, OSS-RBA licensing, BKPM filings, and ongoing corporate secretarial support.
Product Registration
BPOM dossiers for pharma, supplements, cosmetics, and F&B — across notification and full-registration tracks.
Halal & Standards
Halal certification under UU JPH, SNI standardization, and customs-ready Bahasa labeling.
Tax, Payroll & Reporting
Monthly tax, payroll, transfer pricing documentation, and statutory reporting, managed as a service.
Why Samudra
Why international brands choose Samudra.
01
One partner, end to end
Regulatory, brand, retail, and creator activation under one accountable team. Brands manage a single relationship, not a roster of vendors.
02
An owned national shelf, online and offline
Via VitaminDiskon and PT Sabang Merauke Trading, brands reach every major retail channel from day one.
03
Deep health-category experience
Both Samudra Commerce and VitaminDiskon operate at the centre of Indonesian health and wellness — the natural fit for consumer healthcare, supplement, and OTC brands.
04
Owned creator infrastructure
A creator and reseller network we operate directly, so brand spend converts into measurable sell-through.
05
Regulatory expertise as a service
We handle regulators, customs, and certification bodies, so brands stay focused on product and growth.
06
Local, principal-led
A decade of relationships with regulators, marketplaces, and creators — held by the people running the business.
Get in touch
Begin the conversation.
Tell us about your brand and your ambition for Indonesia. We'll come back with the route to market — compliance, channels, and timeline.
Contact us — either address reaches us
Headquarters
Jakarta, Indonesia