WarungProIndonesia
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WarungPro · Indonesia · Generated 14 Jul 2026 · compete

Executive summary

WarungPro — Point-of-sale and back-office app for warungs and micro-retail

5
competitors analysed (4 researched)
Rp55K–Rp399K
verified competitor price range /mo
14
sources cited

WarungPro enters a crowded but sharply segmented Indonesian POS market. The incumbents cluster at two poles: full-suite platforms (Moka POS, Majoo, iSeller) priced at Rp149.000–399.000 per month and aimed at cafés, chains, and aspirational retailers; and a freemium mass-market play (Qasir) that anchors the entry price at zero. Nobody credibly owns the segment WarungPro targets — cash-heavy, connectivity-poor warungs that run on informal customer credit.

WarungPro's kasbon ledger and offline-first engine are genuine wedges: no researched competitor supports informal debt tracking well, and offline support at the incumbents is partial at best. The pricing corridor between Qasir Pro (Rp55.000) and Majoo Starter (Rp149.000) is open; a penetration price of Rp49.000–99.000 per month positions WarungPro as serious-but-affordable. The main strategic risks are Qasir's free tier compressing willingness to pay and GoTo's distribution reach behind Moka. The winning play is to be the warung specialist: lead with kasbon and offline reliability, monetise through payments and lending data later, and stay out of feature-race warfare with the full-suite players.

  • The kasbon gap is real — no researched competitor offers proper informal-credit tracking; it is WarungPro's clearest wedge.
  • A pricing corridor is open between Rp55.000 and Rp149.000 — launch at Rp49.000–99.000/month on a penetration strategy.
  • Offline-first is a defensible moat — every incumbent is cloud-first, with partial offline support at best.
  • Qasir is the real rival, not Moka — its free tier sets the warung segment's price expectations near zero.
  • Distribution will decide this — grosir and WhatsApp channels reach warung owners; app-store marketing does not.

Competitors

9 discovered, 4 researched in depth

Moka POS●
mokapos.com

GoTo-owned cloud POS that dominates cafés and mid-size retail in Indonesian metros.

Targets: F&B and retail SMEs in metro areas, single outlets to small chains

LocalGoTo ecosystem distribution (GoPay, GoFood)Mature hardware + app ecosystem
Majoo●
majoo.id

All-in-one business super-app bundling POS, accounting, payroll, and online storefronts.

Targets: Growth-minded SMEs wanting one app for operations and finance

LocalFull accounting module including tax reportsBundled webstore and marketplace channels
Qasir●
qasir.id

Freemium POS built for warungs and street vendors; monetises via payments and paid add-ons.

Targets: Micro-merchants, warungs, and street vendors nationwide

LocalFree core app with no transaction capVery low-end Android friendly
Pawoon
pawoon.com

Cloud POS focused on F&B micro-chains and franchise operators.

Couldn't verify — research failed for this competitor. Excluded from pricing and positioning.

iSeller◐
iseller.io

Omnichannel commerce platform combining POS, native online store, and payments for growing retailers.

Targets: Mid-market retailers and brands selling across offline and online channels

LocalNative storefront plus marketplace connectorsEnterprise-grade inventory across channels

Pricing

Published plans per competitor; unverified prices are never estimated

CompetitorPlanPriceHighlightsSrc
Moka POSBasic
Rp 299.000/mo
≈ $18.20
Per outlet, per month · GoPay and QRIS acceptance included · Unlimited transactions[1]
Pro
—○
Custom modules for multi-outlet chains · Dedicated account manager[1]
MajooStarter
Rp 149.000/mo
≈ $9.10
POS + basic inventory · Billed annually[3]
Advancestale
Rp 299.000/mo
≈ $18.20
Adds accounting, payroll, webstore · Pricing page last updated early 2025[3]
Enterprise
—○
Multi-branch consolidation · Custom integrations[3]
QasirGratisFreeFree forever, unlimited transactions · Basic sales recap only[5]
Qasir Pro
Rp 55.000/mo
≈ $3.40
Full inventory and staff features · Cheapest paid tier in the set[5]
iSellerStandard
Rp 399.000/mo
≈ $24.30
POS + native online store · Omnichannel inventory[7]
Enterprise
—○
Custom omnichannel deployments · SLA support[7]

Prices as of 13 Jul 2026. "—" means no public price (contact sales); amounts were never estimated. USD conversions are approximate.

Penetration◐Medium confidence
Rp 49.000 – Rp 99.000/mo

Your price wasn't provided — this band is derived from competitor anchors.

WarungPro's segment is price-sensitive and anchored by Qasir's free tier, so premium pricing is not credible. A penetration band of Rp49.000–99.000/month sits just above Qasir Pro — signalling more capability — while undercutting Majoo Starter by 33–67%, leaving room to monetise payments and lending later.

Recommended bandRp49K–Rp99KRp0Rp430.9KQasir Qasir Pro: Rp55KQasir Qasir ProRp55KMajoo Starter: Rp149KMajoo StarterRp149KMoka POS Basic: Rp299KMoka POS BasicRp299KMajoo Advance: Rp299KMajoo AdvanceRp299KiSeller Standard: Rp399KiSeller StandardRp399K

Anchors: Qasir Rp 55.000[5] · Majoo Rp 149.000[3]

  • Qasir's free tier anchors willingness-to-pay near zero for the softest prospects
  • Penetration pricing may not cover field-support costs outside Java
  • A low price can signal low quality to aspirational multi-outlet owners

Feature matrix

Your features plus discovered table stakes, verified per competitor

FeatureWarungProMoka POSMajooQasirPawooniSeller
QRIS payments✓✓✓✓?✓
Offline mode✓◐◐✓?✕
Inventory tracking✓✓✓◐?✓
Sales reports & bookkeeping✓✓✓◐?✓
Multi-outlet management✕✓✓◐?✓
Employee accounts & roles◐✓✓✓?✓
Online store / marketplace sync✕◐✓✕?✓
Customer debt ledger (kasbon)✓✕✕◐?✕
✓Supported✕Not supported◐Partial support?Unknownnumbers mark notes — hover the cellnumbers refer to notes below
  1. 1. WarungPro — Supported: Via partner acquirer at launch
  2. 2. Moka POS — Supported: GoPay plus all QRIS wallets
  3. 3. WarungPro — Supported: Offline-first: full selling, sync when connection returns
  4. 4. Moka POS — Partial support: Caches transactions offline; reports need a connection
  5. 5. Majoo — Partial support: Limited offline caching
  6. 6. iSeller — Not supported: Cloud-only
  7. 7. WarungPro — Supported: With low-stock alerts
  8. 8. Qasir — Partial support: Full stock features on the Pro plan only
  9. 9. iSeller — Supported: Cross-channel inventory
  10. 10. WarungPro — Supported: Simple daily profit view
  11. 11. Majoo — Supported: Full accounting module including tax reports
  12. 12. Qasir — Partial support: Basic sales recap on the free tier
  13. 13. WarungPro — Not supported: Single outlet at launch
  14. 14. Qasir — Partial support: Multi-device, limited outlet roll-up
  15. 15. WarungPro — Partial support: Owner plus one cashier role
  16. 16. Majoo — Supported: Includes payroll on higher tiers
  17. 17. WarungPro — Not supported: WhatsApp order taking only
  18. 18. Moka POS — Partial support: GoFood and ecosystem integrations, no native storefront
  19. 19. Majoo — Supported: Bundled webstore plus marketplace channels
  20. 20. iSeller — Supported: Native storefront plus marketplace connectors
  21. 21. WarungPro — Supported: Core differentiator: kasbon with WhatsApp reminders
  22. 22. Qasir — Partial support: Simple utang recording, no reminders

Positioning

Price vs Feature breadth — placements are the model's judgment, not measurements

Value leadersFull-suite premiumLean & affordableExpensive nicheAffordablePremiumPrice →Full suiteFocusedFeature breadth ↑WarungPro: Entry pricing planned below Rp100.000 with a deliberately focused warung toolkitWarungProQasir: Free core app with a slim paid tier; features intentionally minimalQasirMoka POS: Rp299.000/month with a broad, mature feature set for SMEsMoka POSMajoo: Widest suite in the set — accounting, payroll, webstore — at mid-premium pricingMajooiSeller: Most expensive tier researched; deep omnichannel breadth aimed up-marketiSeller

SWOT

WarungPro against the researched field

Strengths
  • Kasbon ledger with WhatsApp reminders — unserved by every researched competitor
  • Offline-first architecture suited to patchy tier-2/3 connectivity
  • Planned price point undercuts all paid incumbent tiers except Qasir Pro
  • WhatsApp-native workflows match how warungs already operate
Weaknesses
  • Single-outlet only at launch; no path yet for growing merchants
  • No online store or marketplace sync while Majoo and iSeller bundle both
  • Unproven brand against GoTo-backed Moka's recognition
  • No accounting depth compared to Majoo's full module
Opportunities
  • 60M+ Indonesian MSMEs remain largely un-digitised
  • QRIS adoption wave: zero-MDR micro-merchant pricing keeps pulling warungs into digital payments
  • Kasbon transaction data can seed lending referrals with banks and BPRs
  • Government UMKM Go Digital programs subsidise merchant onboarding
Threats
  • Qasir's free tier anchors warung willingness-to-pay near zero
  • GoTo could push Moka down-market with ecosystem subsidies
  • Super-app bundling (payments + delivery + POS) squeezes standalone tools
  • QRIS fee compression limits payment-based monetisation

Business Model Canvas

WarungPro, grounded in the competitive research — speculative bullets are tagged

Key Partners
  • QRIS acquirers and licensed payment aggregators
  • Regional banks and BPRs for kasbon-backed lending referrals
  • FMCG distributors (grosir) supplying warungshypothesis
  • Smartphone resellers in tier-2/3 cities as onboarding pointshypothesis
Key Activities
  • Mobile app development and the offline sync engine
  • Merchant onboarding and KYC
  • Field support and merchant education
  • Payment reconciliation operations
Value Propositions
  • Sell and record even with no signal — everything syncs later
  • Kasbon tracking with WhatsApp reminders that no incumbent offers
  • Priced under Rp100.000/month — within a warung's margins
  • Bookkeeping a warung owner can read in thirty seconds
Customer Relationships
  • Self-serve onboarding fully in Bahasa Indonesia
  • WhatsApp-based support groups per region
  • Community meetups with local merchant associationshypothesis
Customer Segments
  • Warung owners: single outlet, cash-heavy, informal credit
  • Street food vendors adopting QRIS
  • Small kiosks and counters in tier-2/3 cities
  • Micro-retailers who extend kasbon to regulars
Key Resources
  • Offline-first sync technology
  • Merchant transaction and kasbon dataset
  • QRIS acquiring capability via licensed partner
  • Field agent network in launch regionshypothesis
Channels
  • Google Play organic plus app-store optimisation
  • WhatsApp referral loops between warung owners
  • Partnerships with grosir wholesale suppliers
  • TikTok and Instagram micro-influencer demos
Cost Structure
  • Engineering and cloud infrastructure
  • Merchant acquisition: field agents plus digital
  • Payment processing and reconciliation costs
  • Customer support operations
Revenue Streams
  • Pro subscription at Rp49.000–99.000/month
  • Payment take-rate above the QRIS free tierhypothesis
  • Lending referral fees powered by kasbon datahypothesis
  • Supplier marketplace commissions in a later phase

Market size

TAM · SAM · SOM — triangulated from cited data and flagged assumptions

Thin public data for this category — treat these numbers as directional, not bankable.

Anchored on: Indonesia SME POS & merchant-software market (2025)[13]

TAM · $175M$120M – $230MSAM · $39M$25M – $60M↓ × 0.45 · Smartphone-owning warungs in reachable provinces× 0.5 · Willing to pay beyond freemium tools (assumption)SOM · $3.2M$1.5M – $6M↓ × 0.08 · Obtainable 3-yr share vs Moka/Majoo/Qasir/iSeller (assumption)

Bottom-up build

DriverValueRationaleSource
Reachable warungs3,500,000 outletsWarungs in provinces where field onboarding and QRIS acquiring partners operate[14]
Digitally active share40%Warungs already using a smartphone for business — payments, WhatsApp orders, or bookkeeping[12]
Paying conversion2%Freemium-dominated segment; 2% paid conversion mirrors what Qasir's free-to-Pro funnel supports(assumption)
ARPU4.6 USD/monthMidpoint of verified Qasir–Moka ladder[5]

3.5M warungs × 40% digitally active × 2% paying × $4.60/mo × 12

≈ $1.6M /yr · range $800K–$3.1M

Moderate

Bottom-up lands ~2.1× below the top-down SOM — the top-down chain assumes faster paid conversion than the freemium-heavy field supports.

Assumptions

  • Warungs account for ~35% of Indonesian SME merchant-software spend — blended from outlet counts, not a cited ratio
  • Roughly half of digitised warungs will ever pay beyond free tools — Qasir's free tier caps willingness to pay
  • WarungPro can take ~8% of the paid warung segment within three years
  • Paid conversion of digitally active warungs holds near 2% at launch pricing

Low confidence. Sized with an HBS-style market build-up: a cited top-down anchor narrowed by explicit chain ratios, cross-checked against a bottom-up driver build. The SOM reflects an obtainable share over roughly a three-year horizon.

Market overview

Indonesia

Indonesia's SME point-of-sale market is consolidating around two gravitational centres: super-app ecosystems (GoTo behind Moka) and all-in-one suites (Majoo, iSeller) that keep adding accounting, payroll, and e-commerce modules. Meanwhile the long tail — tens of millions of warungs and micro-merchants — remains mostly on paper notebooks and pocket calculators, served only partially by freemium plays like Qasir.

The monetisation story is shifting from software subscriptions to embedded finance: transaction history from POS apps is becoming underwriting data for working-capital loans, and payment take-rates matter more than licence fees. For a warung-focused entrant, the software is the wedge; payments and credit are the business.

Market size: Indonesian SME POS/digital-payments software is commonly sized around US$400–600M annually, growing 20%+ per year — treat as directional; public estimates vary widely.

Trends

  • Consolidation around super-app ecosystems (GoTo, Grab)
  • POS vendors moving down-market with freemium tiers
  • Embedded finance — lending against transaction history — as the real monetisation
  • Hardware-light: smartphone-only POS replacing dedicated terminals

Local factorsIndonesia

  • QRIS is mandatory-interoperable: one code accepts every e-wallet and mobile bank, with 0% MDR for micro-merchants on small transactions
  • Bank Indonesia's SNAP standard shapes all payment integrations
  • Kasbon (informal customer credit) is entrenched at warungs and unsupported by most POS apps
  • Distribution runs through grosir/distributor relationships and WhatsApp, not app-store ads
  • Ramadan and Lebaran seasonality swings warung volumes by double digits

Recommendations

Prioritised moves grounded in the sections above

  1. 1

    Lead with kasbon and offline, not with POS

    Now

    Every competitor sells 'aplikasi kasir'. WarungPro should market the two capabilities the matrix shows nobody else has: a real kasbon ledger and offline-first selling. Position POS features as table stakes that come along.

    based on: featureMatrix, swot

  2. 2

    Launch the Pro tier at Rp49.000–79.000/month

    Now

    The corridor between Qasir Pro (Rp55.000) and Majoo Starter (Rp149.000) is open. Entering at the low end undercuts Majoo by two-thirds while staying above Qasir's anchor, signalling 'serious tool, warung price'.

    based on: pricingStrategy, pricingTable

  3. 3

    Ship a QRIS settlement dashboard before multi-outlet

    Next

    QRIS adoption is the strongest market tailwind, and reconciliation confusion is a known merchant pain. A clear 'money in, money settled' view earns daily engagement; multi-outlet serves a segment WarungPro does not target yet.

    based on: marketOverview, featureMatrix

  4. 4

    Recruit grosir distributors as a field channel

    Later

    Warung owners buy stock from the same wholesalers weekly. A referral program through grosir networks reaches the segment at near-zero CAC where app-store marketing fails.

    based on: businessModelCanvas, marketOverview

Sources

14 sources cited across pricing, features, and market research

  1. 1.
    Moka POS — Paket & Harga
    mokapos.com· accessed 13 Jul 2026pricing
  2. 2.
    Moka POS — Fitur Aplikasi Kasir
    mokapos.com· accessed 13 Jul 2026features
  3. 3.
    majoo — Paket Harga Aplikasi Kasir Online
    majoo.id· accessed 13 Jul 2026pricing
  4. 4.
    majoo — Fitur Aplikasi Kasir
    majoo.id· accessed 13 Jul 2026features
  5. 5.
    Qasir — Harga & Paket Layanan
    qasir.id· accessed 13 Jul 2026pricing
  6. 6.
    Qasir — Fitur Aplikasi Kasir Gratis
    qasir.id· accessed 13 Jul 2026features
  7. 7.
    iSeller — Pricing Plans
    iseller.io· accessed 13 Jul 2026pricing
  8. 8.
    iSeller — Point of Sale
    iseller.io· accessed 13 Jul 2026features
  9. 9.
    Bank Indonesia — QRIS: Quick Response Code Indonesian Standard
    bi.go.id· accessed 13 Jul 2026market
  10. 10.
    DailySocial — Perkembangan Startup POS di Indonesia
    dailysocial.id· accessed 13 Jul 2026marketdiscovery
  11. 11.
    Tech in Asia — Indonesia SMB Digitalisation Report 2026
    techinasia.com· accessed 13 Jul 2026market
  12. 12.
    Katadata — Digitalisasi UMKM: Adopsi Pembayaran Digital Warung
    katadata.co.id· accessed 13 Jul 2026marketdiscovery
  13. 13.
    Statista — Indonesia SME POS & Merchant Software Market Outlook
    statista.com· accessed 13 Jul 2026market
  14. 14.
    BPS — Profil Usaha Mikro Perdagangan Eceran (Warung) 2025
    bps.go.id· accessed 13 Jul 2026market