Lincah is tightening its grip on Southeast Asia’s booming social commerce market. The Indonesia-based commerce infrastructure platform has acquired Orderfaz, bringing its technology, platform, and customer base under the Lincah umbrella. The deal signals Lincah’s intent to build a unified, multi-market infrastructure for social and creator-led commerce—an industry expected to surpass $100 billion in the region by 2028.

The acquisition also comes at a moment when merchants across Southeast Asia are shifting aggressively toward social platforms as their primary sales channels. With over 23,000 merchants already onboard and 8.3 million buyers served, Lincah now processes more than half a million transactions each month across Facebook, Instagram, WhatsApp, YouTube and Google Ads. Orderfaz’s integration expands those capabilities, with improved platform reliability and a more streamlined seller experience.

Indonesia: The Engine of Regional Social Commerce

Indonesia has become the anchor of Southeast Asia’s social commerce landscape. The country contributes more than 52 percent of the region’s GMV, fueled by millions of MSMEs who rely on social platforms for their primary sales activity. With the market growing at an annual rate between 17 and 25 percent, infrastructure providers capable of scaling quickly are gaining a competitive edge.

“Indonesia is emerging as the anchor market for social commerce in Southeast Asia,” said Juan Lesmana, president of the group at Lincah. He noted that integrating Orderfaz would help create a more stable and scalable foundation, giving sellers a uniform experience as they expand across markets.

Strengthening Community Influence and Market Insight

Lincah’s broader ecosystem is fortified by community leaders Yudha Trisna and Muhamad Azis Rifai, who add deep knowledge of seller needs, market behavior and grassroots community dynamics. Their experience helps ensure that product development and strategy mirror the realities of Indonesia’s fast-evolving commerce environment.

Leadership experience also runs deep at the group level. Lesmana, who previously held roles at TikTok (Bytedance) and Tokopedia, joined Lincah in early 2025 as both angel investor and senior advisor. His expanded executive role now focuses on strategic alignment, organisational expansion and the long-term vision for a multi-market commerce infrastructure.

A Unified Platform for Regional Scale

The company has also named Mohamad Iqbal as group CEO. He will oversee platform integration, operational cohesion, and the push into new Southeast Asian markets. The combination of leadership expertise, community insight, and scalable platform design positions Lincah to compete more aggressively across the region.

As Lincah prepares to extend its footprint into Malaysia, the company is leaning heavily into infrastructure investments. These include enhancing platform resilience and boosting long-term scalability to support rising demand from sellers and partners. Orderfaz’s full absorption strengthens that roadmap, allowing Lincah to offer greater value along with stronger multi-country readiness.

Entering the Region’s Next Growth Phase

The acquisition underscores a pivotal moment for social and creator-led commerce in Southeast Asia. With sellers demanding unified tools, real-time visibility, and cross-platform reach, the race to build modern infrastructure is accelerating. Lincah’s move positions it as a credible regional challenger capable of delivering end-to-end support to merchants navigating fragmented social ecosystems.

Backed by a roadmap that prioritizes long-term capital alignment and strategic investment, Lincah is now entering its next growth phase. If the company executes on its unified platform vision, it could emerge as a dominant force in a market that continues to scale at breakneck speed.