Indonesia, an Neglected Ecommerce Market


Indonesia flies beneath the digital radar regardless of its sizeable ecommerce market. The nation’s inhabitants is 278.3 million, the fourth largest globally. With over 10 million residents, Jakarta, the capital, is the most important metropolis in Indonesia and Southeast Asia.

Indonesia consists of over 17,000 islands, creating each ecommerce alternatives and a logistics problem. Consulting agency McKinsey & Firm estimates that ecommerce customers in small cities and distant islands save 15 to 25% by buying on-line as a result of there are few brick-and-mortar shops and costs are excessive.


Eighty-seven p.c of Indonesians are Muslim, the biggest inhabitants worldwide. Twenty p.c of the nation is middle-class.

Indonesians are avid social media customers, and the nation is a mobile-first market with many residents by no means proudly owning a pc. In keeping with a McKinsey survey, nearly 80% of web visitors goes by cellular connections. The inhabitants’s median age is 30 years, and younger customers are digitally refined. The 30- to 39-year-old cohort accounts for 47% of ecommerce spending.

Ecommerce Statistics

In keeping with a report from the Singapore-based Institute of Southeast Asian Research, about 138 million Indonesians store on-line — roughly one-half of the inhabitants. The ecommerce sector accounts for 72% of the whole worth of the digital financial system. Solely 1 / 4 of ecommerce purchases are cross-border, however researchers anticipate the marketplace for items from different nations to broaden.

Indonesia is the ninth largest ecommerce market, with projected 2022 gross sales of USD $59 billion, based on Statista. Redseer, a consulting firm, reported that the variety of internet buyers in Indonesia grew from 75 million pre-Covid to 85 million throughout the pandemic.

Income. Vogue includes 31% of Indonesia’s ecommerce income. Electronics and media is second at 23%, adopted by meals and private care at 16%, toys and hobbies at 16%, and furnishings and home equipment at 14%.

Essentially the most vital ecommerce participant in Indonesia is retailer, with 2021 income of $2.3 billion. Subsequent is, a market, with income of $390 million., a “parenting platform” combining commerce and content material, posted 2021 income of $295 million.

Funds. Sixty-six p.c of transactions by quantity in Indonesia is money. The most well-liked digital technique in 2020 was preloading money worth onto an e-payment software through an internet site or cellular pockets — accounting for nearly 30% of all whole funds. Czechoslovakia-based GoPay ranked first amongst these functions, adopted by two home suppliers: OVO and ShopeePay.

High 5 Marketplaces

The highest visited Indonesian marketplaces, based on ecommerceDB, a division of Statista, are as follows.

Tokopedia. Based in 2009, Tokopedia is a B2C and C2C market. It garnered 135 million month-to-month visits within the first quarter of 2021. Electronics is the preferred product class, adopted by style and groceries.

Shopee. The aforementioned Shopee, based in Singapore in 2015, earns most of its income in Indonesia. It’s the second-largest market there when it comes to visitors, with 127 million visits per thirty days. Shopee’s hottest classes are magnificence, family home equipment, and style.

Bukalapak, based in Indonesia in 2010, is one other C2C and B2C market with 34 million guests per thirty days within the first quarter of 2021. It additionally serves mom-and-pop retailers often called warungs positioned in additional distant areas. Bukalapak now has about 6 million retailers promoting all kinds of merchandise. In 2021 Bukalapak went public in an IPO that raised $1.5 billion.

Lazada, owned by Chinese language ecommerce big Alibaba, emphasizes low costs. Electronics and style are the 2 hottest product classes. Lazada additionally presents a logistics and funds infrastructure for its ecommerce websites in varied nations in Southeast Asia. Within the first quarter of 2021, the location captured 30 million visits per thirty days in Indonesia.

Blibli, owned by Djarum Group, a multi-brand producer, acquired greater than 19 million month-to-month visits within the first quarter of 2021. It sells electronics, attire, meals, and kitchen home equipment. Blibli integrates omnichannel B2B and B2C and presents a number of cost and supply choices.


Though it has seen vital development, ecommerce in Indonesia faces challenges. As an example, the nation lags behind its neighbors in logistics and repair. A excessive share of deliveries are on bikes. Indonesia additionally lacks an informed, digitally refined workforce. Simply 13% of Indonesians have a college schooling.

Furthermore, solely 49% of Indonesians use banking companies, based on the report from the Institute of Southeast Asian Research.

In contrast to different nations, C2C marketplaces play a distinguished ecommerce position, which contributes to fraud and uneven service high quality.


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