With e-commerce becoming more accessible nationwide, the next stage of market expansion depends on how effectively brands can serve consumers beyond major cities. SIRCLO’s internal data reveals that 80% of total online sales in Indonesia still come from Greater Jakarta. Higher shipping costs and longer delivery times remain key factors that shape online purchase decisions across wider regions.
Therefore, fulfilment proximity plays an important role in supporting regional growth. As order demand comes from more cities, brands need an operational model that allows products to be processed from points that are closer, more suitable, and ready to serve consumers beyond Greater Jakarta.
In this context, local fulfilment hubs help brands reach consumers across different regions more effectively. By positioning warehouse nodes closer to demand areas, order fulfilment can run with greater efficiency and reduce dependency on a single central operational hub.
This is where multi-origin becomes relevant. Through this approach, orders can be fulfilled from multiple warehouse points in coordination with local partners, allowing delivery flows to become more adaptive when consumer demand is distributed across various areas.
Based on SIRCLO’s internal data, our multi-origin coverage currently works with more than 25 principals and more than 25 distributor partners, supported by at least 90 fulfilment networks. This operational footprint extends across 15 cities and regions, including Solo, Bandung, Medan, Cikarang, Yogyakarta, Semarang, Bali, Pekanbaru, Makassar, Malang, Surabaya, Palembang, Bekasi, and others.
From this expansion, the impact can be viewed from three perspectives:
For brands
Brands can gain broader market reach and improve profit margins, as products are no longer processed from only one location. Instead, several fulfilment hubs can support order demand from cities closer to where consumers are located.For warehouse partners
Warehouse partners can unlock new revenue streams through online channels, supported by a more connected fulfilment network, system-based order processing, and cross-regional coordination.For consumers
Consumers can benefit from faster delivery with lower shipping costs, as stock availability can be supported by warehouse points located closer to their residential areas.
Through stronger cross-regional collaboration between brands and warehouse partners, our Multi-Origin has helped support growing demand across more areas. Order growth reached 109x in June 2026 compared with the initial period in January 2024.
Within the context of omnichannel commerce, multi-origin demonstrates how an omnichannel commerce enabler can connect brands, distribution partners, and consumers through a more structured operational infrastructure. As the fulfilment network grows, SIRCLO strengthens its role in enabling digital commerce that is better equipped to respond to demand across different regions in Indonesia.
Source:
SIRCLO Internal Data, 2026
