Top 11 Indonesia Market Trends in Charts
Indonesia is one of Southeast Asia’s most dynamic growth markets, driven by a fast-growing middle class, high digital adoption, and a thriving entrepreneurial ecosystem. These market trends make it a key destination for brands looking to scale in the region.
In this article, we break down 11 key market trends in Indonesia, presented through clear, easy-to-read charts. As a marketing agency focused on Asia, AJ Marketing aims to help businesses understand this market and turn insights into action.
Our analysis is organized into five core areas: Population, Business, E-Commerce, Marketing, and Digital Connectivity—giving you a practical overview of where Indonesia is today and where it’s heading.
Indonesia Market Trends in Charts:
- Population Over Time in Indonesia
- Indonesia Import Performance
- Indonesia Export Performance
- Indonesia Decacorns and Unicorns
- E-Commerce Transactions in Indonesia by Category
- Value of E-Commerce Transactions in Indonesia
- Digital Marketing Behavior
- Consumer Digital Payment Trends
- Internet Users Over Time in Indonesia
- Daily Time Spent on Media in Indonesia
- Overview of Social Media Use in Indonesia
Population Essentials
1. Population Over Time in Indonesia
Between January 2015 and January 2025, Indonesia’s population grew from 260 million to 285 million. This consistent increase signals market stability and a continuously expanding customer base. Combined with the rise of the middle class, it makes Indonesia highly attractive for both local and international brands.
As the world’s fourth most populous country, Indonesia offers scale, diversity, and strong demand across many industries. To succeed, businesses must understand evolving consumer preferences and adapt their strategies to this dynamic and fast-growing market.
Business Essentials
2. Indonesia Import Performance
In November 2025, total imports reached USD 19 billion, marking a 0.46% year-on-year increase compared to November 2024. Raw materials dominated imports, accounting for USD 13.6 billion, the largest share of total import value.
This trend highlights the strength of Indonesia’s production-driven economy and signals continued demand across manufacturing and industrial sectors—creating strong entry opportunities for businesses targeting this growing market.
3. Indonesia Export Performance
Indonesia’s export performance in November 2025 remained strong, reaching a total value of USD 22 billion. This growth reflects sustained global demand for the country’s diverse export base, with manufactured goods leading at USD 18 billion.
While natural resources and mining continue to play a key role, the data highlights the increasing importance of manufacturing and value-added processing in Indonesia’s export mix. For businesses looking to enter or expand in Indonesia, this shift signals a more mature and resilient export economy with growing opportunities across industrial and consumer sectors.
4. Indonesia Decacorns and Unicorns
As of January 2026, Indonesia was home to two decacorns, GoTo and J&T Express, with the latter having a staggering $20B valuation.
In the unicorn arena, Traveloka, Akulaku, Dana, Xendit, Ajaib, Kopi Kenangan, and eFishery have all crossed the billion-dollar mark, with Superbank also joining the prestigious club through its IPO. This vibrant ecosystem of high-value tech start-ups underlines Indonesia's rapidly evolving digital economy, presenting exciting opportunities for investors and businesses alike.
5. E-Commerce Transactions in Indonesia by Category
Food has become the top consumer goods category in annual e-commerce spending, followed closely by electronics and fashion. This shift reflects the rapid rise of ghost kitchens and delivery-first restaurants operating through platforms like GoFood, GrabFood, and ShopeeFood.
This trend highlights a growing consumer appetite for online-first purchasing across multiple categories in Indonesia, reinforcing its position as one of Southeast Asia’s most exciting and fast-evolving e-commerce markets.
6. Value of E-Commerce Transactions in Indonesia
Indonesia’s e-commerce transaction value has surged from Rp 42 trillion in 2017 to an estimated Rp 512 trillion in 2024, highlighting a rapid shift toward online shopping. This dramatic growth reflects accelerating digital adoption and signals substantial opportunities for businesses in the e-commerce sector.
This exponential rise underscores the ongoing digital transformation of Indonesia’s economy, positioning the country as one of the region’s most promising digital markets.
7. Digital Marketing Behaviours
Digital marketing in Indonesia is rapidly evolving, with average digital ad spend reaching USD 15.87 per internet user. However, only 15.2% of users feel represented by the ads they see—highlighting a clear gap between ad spend and audience connection.
This presents a major challenge for brands to create more relevant, localized, and engaging campaigns. Social media remains critical in this effort, as 66.7% of internet users search for brands on social platforms to learn more—making strong online presence and authentic storytelling essential for success.
Digital Connectivity Essentials
8. Consumer Digital Payment Trends
Indonesia’s digital payments have moved beyond convenience into everyday culture. From buying coffee with QRIS to sending money via BI-FAST, digital payments are now part of daily life.
Consumers no longer rely on just one payment method. Instead, they choose based on context: e-wallets for small purchases and online shopping, QRIS for in-person payments at small merchants, and BI-FAST or virtual accounts for larger or business transfers. This reflects a growing level of financial maturity, where payment tools are selected to match specific needs.
9. Internet Users Over Time in Indonesia
The number of internet users is a crucial indicator of a country's digital landscape and its potential for online business opportunities. In Indonesia, the number of internet users has grown dramatically over the past eight years.
For businesses looking to tap into the Indonesian market, this expanding base of internet users presents a significant opportunity for reaching new customers, building brand awareness, and delivering services through online platforms.
10. Daily Time Spent on Media in Indonesia
In Indonesia, internet users aged 16–64 spend a substantial amount of time online each day. On average, users spend 7 hours and 22 minutes on the internet across all devices, with 2 hours and 50 minutes dedicated to social media.
For businesses, this signals where attention truly lies. To effectively reach Indonesian consumers, brands should prioritize digital and social-first strategies, tailoring content and campaigns to the platforms and formats where audiences are most active.
11. Overview of Social Media Use in Indonesia
Social media plays a central role in Indonesia’s digital landscape. With 143 million users, adoption is widespread, and the average user spends over three hours per day on social platforms. Indonesians also engage with 7.9 social networks per month on average, reflecting highly active and multi-platform behavior.
These figures highlight social media’s importance as a primary channel for discovery, engagement, and brand interaction, making it a powerful and essential tool for businesses targeting Indonesian consumers.
Conclusion
The Indonesian market offers tremendous potential for businesses seeking growth opportunities. At AJ Marketing, we're here to help you navigate these Indonesia trends, harness the power of digital literacy, and tap into Indonesia's expanding consumer base for your business success.