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§ Private Profile · Kuala Lumpur, Malaysia
B2B eCommerce marketplace connecting retailers, brands, distributors, and wholesalers for efficient product sourcing in Southeast Asia.
borong has raised $7.0M across 1 funding round.
Key people at borong.
borong was founded in 2017 by Aizat Rahim (Founder) and Lennise Ng (Founder) and Haslinda Rasip (Founder).
borong has raised $7.0M in total across 1 funding round.
Based in Kuala Lumpur, Malaysia, borong is a SaaS-enabled B2B eCommerce marketplace that connects local independent retailers with corporate brands, distributors, and wholesalers for product sourcing. Operating formerly under the name Dropee, the platform provides comprehensive software tools for suppliers to manage customer databases, ordering, payments, inventory, and embedded financing. By digitizing wholesale trade, the company streamlines operations for a diverse range of clients, including manufacturers, enterprise corporates, and traditional mom-and-pop shops across Southeast Asia. Backed by the prominent startup accelerator Y Combinator, the organization currently employs a workforce of 80 people and generates revenue through transaction fees and technology solutions. As of July 2023, the platform facilitates trade for over 150,000 businesses and has processed more than $11 billion in total sales. Borong was founded in 2017 by Lennise Ng, Aizat Rahim, and Haslinda Rasip.
Key people at borong.
borong was founded in 2017 by Aizat Rahim (Founder) and Lennise Ng (Founder) and Haslinda Rasip (Founder).
borong has raised $7.0M in total across 1 funding round.
borong's investors include Vynn Capital, Brama One Ventures, HCL Capital, LKF Capital, Resolution Ventures.
borong has raised $7.0M across 1 funding round. Most recently, it raised $7.0M Debt / Series A in January 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jan 19, 2022 | $7M Debt Financing | Vynn Capital | Brama ONE Ventures, HCL Capital, LKF Capital, Resolution Ventures | Announced |
Borong is a SaaS-enabled B2B wholesale marketplace and eCommerce platform headquartered in Kuala Lumpur, Malaysia, that connects local independent retailers with verified suppliers, distributors, and brands across Southeast Asia. It provides a digital marketplace (Borong Marketplace) for bulk product sourcing and a SaaS solution (Borong Direct) that enables brands and suppliers to digitize and streamline their wholesale operations, including order management, inventory control, and customer relationship management. Borong’s platform improves transparency, operational efficiency, and accessibility in the traditionally fragmented wholesale supply chain, helping SMEs grow by saving time and costs while expanding market reach[1][2][3].
Borong primarily serves retailers such as convenience stores, cafes, restaurants, hotels, and corporate offices, as well as suppliers and brands looking to scale their wholesale business digitally. The platform addresses the problem of disconnected supply chains and inefficient manual processes by offering a unified, data-driven environment for product discovery, purchasing, and order fulfillment. Borong has demonstrated strong growth momentum, scaling from a bootstrapped startup in 2017 to over US$51 million in revenue by 2023, and has become a trusted partner for both SMEs and large multinational companies in the region[1][3][5].
Founded in 2017 by Lennise Ng, who serves as CEO, Borong (formerly Dropee) emerged from the need to modernize and digitize the wholesale supply chain in Malaysia and Southeast Asia. Lennise Ng’s vision was to empower SMEs by providing seamless access to wholesale products and embedded financing, addressing the longstanding challenge of real-time connectivity between suppliers and retailers. Early traction came from successfully digitizing informal supply chains and enabling SMEs to access working capital and services through the platform. The company evolved from a simple marketplace to a comprehensive SaaS-enabled ecosystem supporting wholesale trade and supply chain digitization across Southeast Asia[3][5].
Borong rides the global trend of digital transformation in B2B commerce, particularly the shift from fragmented, offline wholesale supply chains to integrated, data-driven digital platforms. The timing is critical as Southeast Asia’s SME sector grows rapidly but remains underserved by traditional wholesale infrastructure. Market forces such as increasing internet penetration, mobile adoption, and demand for supply chain transparency favor Borong’s model. By digitizing wholesale trade and embedding financial services, Borong not only improves operational efficiency but also fosters SME empowerment and economic growth in the region. Its influence extends to setting new standards for B2B commerce in emerging markets and accelerating the formalization of informal supply chains[1][2][3][5].
Looking ahead, Borong is poised to deepen its market penetration in Southeast Asia by expanding its supplier and retailer base and enhancing its SaaS capabilities, particularly in embedded financing and AI-driven insights. Trends such as increased digital adoption by SMEs, demand for supply chain resilience, and integration of financial services will shape its growth trajectory. Borong’s role may evolve from a marketplace and SaaS provider to a comprehensive ecosystem enabling SME digital commerce and financial inclusion. Its continued partnerships with multinational corporations and focus on local market needs position it to be a key driver of wholesale trade modernization in the region, potentially expanding beyond Southeast Asia in the medium term[3][5].
