Super
YC W18Surabaya, ID · Founded 2018 · 1,037 employees · 7 known investors
SuperApp is a mobile shopping platform that enables users to browse, purchase, and receive deliveries through a single app. It operates as a marketplace offering shopping promotions and discounts across East Java.
Also known as Nusantara Media Holdings · Playingviral · PlayingViral · Aplikasi Super · PT. Krakatau Karya Abadi · Superagen · SuperApp
Founders & leadership· Y Combinator alumni (W18)
Super was founded in 2018 by Michael Rendy Tanuwidjaja and Steven Wongsoredjo.
Investors · 7
Funding
SEC filings, press & company announcements$65M disclosed across 1 of 4 rounds · 2021–2026
- $65MSeries DJul 2026 · 2 sourcesSource ↗
Source: company announcements and press reports — follow each round's link for the claim.
The YC application· Winter 2018 batch
Alumni Q&A
- How did your company get started? (i.e., How did the founders meet? How did you come up with the idea? How did you decide to be a founder?)
- The founder grew up in a family retail business serving tier 2 cities and rural areas of Indonesia, where prices for goods ran two to three times higher than in Jakarta despite lower local incomes. This inspired Super, a social commerce platform that equips warungs (micro SMEs) and individual resellers as agents to sell basic necessities at lower prices in their communities. The company established its headquarters in East Java in 2018, operates across roughly 50 cities in East Java and South Sulawesi, and reports that 95% of its full-time employees are based in rural areas, with a nearly even gender split.
- How did you decide to apply to Y Combinator? What was your experience applying, going through the batch, and fundraising at demo day?
- The founder had followed YC since college and met partner Gustaf during a YC roadshow in Indonesia, who encouraged an application. After a written application and an interview in Mountain View, the company was accepted, and during the batch received office hours with figures such as Steve Huffman, Paul Buchheit, and Brian Chesky. The company met its fundraising goal at demo day.
Summarized from the founders' answers on their Y Combinator profile.
Company profile
researched Aug 2026Super is an Indonesian social commerce company headquartered in Surabaya, East Java, that sells basic daily necessities — such as rice, milk, coffee, noodles, cooking oil and sauces — to consumers outside Indonesia's tier-1 cities. The model recruits community leaders as "Super Agents," including warungs (micro SMEs) and individual resellers, who use the Super app to aggregate group orders for their neighbors and communities and effectively act as local retailers. Super describes itself as building a Pinduoduo-style platform for Indonesia, using technology to help community leaders find the best prices, to build a low-cost logistics network, and to facilitate communication around social buying behavior.
Alongside the agent-facing "Aplikasi Super" and SuperCenter/retail programs, the company operates a consumer-facing SuperApp for ordering household goods with next-day delivery and free shipping across East Java. Agent registration requires an Indonesian ID (KTP/SIM), an active mobile number and a domicile in East Java, with listed coverage including Surabaya, Gresik, Sidoarjo, Malang, Batu, Pasuruan, Mojokerto, Kediri and Lamongan. The corporate entity behind the site is PT. Krakatau Karya Abadi, with an office on Jl. Raya Kendangsari in Surabaya and a customer service and warehouse facility in the Pergudangan 88 complex in Pabean, Sedati, Sidoarjo. Promotional mechanics include vouchers, promos and flash sales priced as low as 100 rupiah; cigarettes are deliberately de-emphasized in the app and excluded from promotions, vouchers and flash sales.
Founding story
Super was founded in 2018 and, unusually for Indonesian startups, established its headquarters in East Java rather than Jakarta. Co-founder and CEO Steven Wongsoredjo has described growing up in his family's retail business serving tier-2 cities and rural areas, and observing that although GDP per capita in the capital is more than twice that of rural areas, goods in rural areas cost two to three times more than in Jakarta — the disparity that motivated him to start the company. The company went through Y Combinator's Winter 2018 batch after Wongsoredjo met YC partner Gustaf Alstromer during a YC roadshow in Indonesia, travelled to Mountain View for the interview, and raised at Demo Day.
Business model
Super operates an online-to-offline social commerce and group-buying model. Community leaders and micro-retailers register as agents and place aggregated orders through the app; Super sources goods, offers wholesale-level pricing that agents can resell at a margin, and fulfills orders through its own warehouse and logistics network with free delivery, typically one day after ordering. The company also runs a consumer-facing shopping app with promotions, vouchers and flash sales.
Sources describe Super supplying everyday necessities at wholesale prices to agents who resell them within their communities, and providing delivery at no shipping cost to the buyer; the underlying pricing and margin structure is not detailed further in available material.
Traction
Y Combinator lists a team size of 1,037. The company reports operating in approximately 50 cities across East Java and South Sulawesi, with a stated plan to expand into 450 more tier-2 and tier-3 cities and rural areas. StartupBlink lists Super's total funding at $105M.
Latest developments
NEA published a post in September 2022 outlining its investment thesis in Super following the NEA-led Series C announced in June 2022, detailing the agent network, hub-and-spoke logistics and the company's product policies around cigarettes and health education in agent training. A 2026 StartupBlink city ranking lists Super as the third-ranked startup in Surabaya.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Y Combinator describes Super as the first and leading Indonesian social commerce platform. StartupBlink ranks Super third among startups in Surabaya for 2026 and among the city's most funded companies. NEA positions Super against mainstream Indonesian e-commerce marketplaces, which it says focus on affluent tier-1 city customers and charge delivery fees of up to 50% of order subtotal for non-tier-1 addresses.
Super focuses on non-tier-1 Indonesian geographies rather than major cities, uses a group-buying and agent model to consolidate demand, and runs its own hub-and-spoke warehousing and logistics rather than shipping individually boxed orders — which it says lowers both cost and packaging and transport carbon footprint. The company also locates its operations outside Jakarta, stating that 95% of full-time employees are based in rural areas, and reports a near-equal gender split among team members.
Technology
Super provides mobile applications (distributed via Google Play) for agent registration, ordering and group buying, with GPS-based location capture at signup and OTP/PIN verification. It builds and operates a network of warehouses and logistics equipment on a hub-and-spoke model, and applies a data-driven approach to supply chain and delivery route optimization; it also shares regional demand data with agents.
Go-to-market
Acquisition is driven through community leaders and micro-retailers who become Super Agents and sell to their own social networks; many agents are homemakers seeking supplementary household income. Super trains agents through workshops, shares regional demand data and case studies of successful agents, and operates the "Sedulur Super" community for agents to exchange business information and experience. Consumer-facing marketing emphasizes low prices, free shipping and flash sales.
Consumers, warung owners (micro SMEs) and individual resellers in tier-2, tier-3 and tier-4 cities and rural areas of Indonesia — a population its investor NEA sizes at over 260 million people, more than 90% of Indonesia's population and over 70% of its GDP. Agent onboarding materials target residents of East Java cities including Surabaya, Gresik, Sidoarjo, Malang, Batu, Pasuruan, Mojokerto, Kediri and Lamongan.
Geography
Headquartered in Surabaya, East Java, Indonesia, with a warehouse in Sedati, Sidoarjo. Consumer operations cover all of East Java, and the social commerce network spans roughly 50 cities across East Java and South Sulawesi.
History
Founded in 2018 with headquarters in Surabaya, Super participated in Y Combinator's Winter 2018 batch. Press coverage cited by YC records a $28M round led by SoftBank Ventures Asia announced in April 2021 and a $70M Series C led by NEA announced in June 2022. NEA published an investment rationale post on Super in September 2022. The company has expanded from East Java into roughly 50 cities across East Java and South Sulawesi, and states an intention to reach 450 additional tier-2 and tier-3 cities and rural areas.
Risks & controversies
NEA notes structural challenges in the market Super serves, including Indonesia's 17,000-island geography that makes building a national e-commerce logistics network difficult and results in high delivery costs outside tier-1 cities. Cigarettes are a high-demand category that Super stocks but deliberately de-emphasizes in its app and excludes from promotions.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Images
Timeline · 4
launches, deals, and filingsSuper announced a $70 million Series C funding round led by NEA.
$70M source ↗
Press coverage reported a $28M raise by the Indonesian hyperlocal social commerce startup, led by SoftBank Ventures Asia.
$28M source ↗
Super established its headquarters in East Java rather than Jakarta, and subsequently expanded its social commerce online-to-offline operations to approximately 50 cities across East Java and South Sulawesi.
Super joined Y Combinator's Winter 2018 batch, with Gustaf Alstromer as primary partner, and raised funding at Demo Day.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
OpenAI Staffers Are Funding a Rival Super PAC to Take on Their Boss | WIREDwired.com · Jul 2026
Super.com Raises $65M Series D to Expand AI-Powered Savings Platformventureburn.com · Jul 2026
Toronto’s Super.com hits $1.2-billion valuation as TPG leads $65-million financing - The Globe and Mailtheglobeandmail.com · Jul 2026
The $1.2 billion startup that wants to become Amazon Prime for savings | Fortunefortune.com · Jul 2026▸Research sources · 8
primary sources listed
- Supersuperapp.id · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Super do?
- Indonesian social commerce platform whose agents place group orders for daily necessities in non-tier-1 cities and rural areas.
- Who founded Super?
- Super was founded by Michael Rendy Tanuwidjaja, Steven Wongsoredjo in 2018.
- Who are Super's investors?
- Super's investors include New Enterprise Associates (NEA), Y Combinator, Alpha JWC Ventures, Gold House Ventures, SBVA, TNBAura, TPG.
- How much funding has Super raised?
- Super has disclosed $65M raised across 1 of its 4 known rounds.
- Where is Super headquartered?
- Super is headquartered in Surabaya, ID.