Indonesia eCommerce Market: Data, Trends, Top Stories
Indonesia is one of Southeast Asia’s fastest-growing eCommerce markets and a key opportunity for global brands. Fueled by high smartphone usage, rapid digital adoption, and a young, mobile-first population, the market has grown quickly in recent years. Indonesia is now the world’s 10th largest eCommerce market, with total GMV projected to reach USD 140 billion by 2030.
In this guide, AJ Marketing breaks down key market data, trends, platforms, and real success stories to help brands make smarter expansion decisions—whether entering Southeast Asia for the first time or scaling further in the region.
Guide to eCommerce in Indonesia
- Indonesia eCommerce market overview and growth data
- Key eCommerce and social commerce trends
- Top eCommerce platforms in Indonesia
- Brand success stories and best practices
Indonesia eCommerce Market Overview: Data & Growth
Indonesia’s eCommerce market continues to grow quickly, driven by strong digital adoption and mobile-first consumers. According to DataReportal, Indonesia had 65.7 million online shoppers in 2024, with an average annual spend of USD 765 per shopper, showing both scale and rising purchasing power.
Food is the largest eCommerce category, generating an estimated USD 10.8 billion annually, followed by electronics and fashion, while beauty, FMCG, and lifestyle products continue to grow steadily. Supported by a large domestic market and diverse demand, Indonesia has become one of Southeast Asia’s most important eCommerce growth markets.
Key eCommerce Trends in Indonesia
Staying competitive in Indonesia requires understanding evolving consumer behavior. Below are the most important Indonesia eCommerce trends shaping the market in 2025–2026.
1. Free Delivery, Discounts, and Promotions Drive Conversions
According to DataReportal, 53% of Indonesian shoppers buy online because of free delivery, while 51% rely on customer reviews before making a decision. This shows that incentives and social proof are critical—brands that offer free shipping, discounts, or vouchers are far more likely to convert and retain customers.
2. E-Commerce vs Quick Commerce: Different Usage Patterns
Shopping behavior also differs by platform type. Traditional eCommerce platforms see the highest traffic between 6 PM and 9 PM, when consumers shop casually after work. Quick commerce platforms such as Alfagift, GoMart, and GrabMart peak earlier, between 9 AM and 12 PM, as they are used for urgent, daily needs. Even with tighter spending, quick commerce continues to grow, proving that speed and convenience matter.
3. Live Shopping and Social Commerce Growth
Live shopping and social commerce have become central to Indonesia’s eCommerce ecosystem. Platforms like TikTok Shop, Shopee, and Tokopedia allow creators to sell through live streams and shoppable content. Research from Jakpat shows that 93% of online shoppers have joined a live shopping session, and 56% have purchased through it. As a result, brands increasingly use influencers, exclusive bundles, and limited-time offers to drive engagement and sales.
Top E-Commerce Platforms in Indonesia (2025–2026)
Shopee remains the most widely used eCommerce platform in Indonesia, particularly strong in beauty, fashion, and FMCG categories.
However, TikTok Shop has shown the fastest growth, surpassing older platforms like Tokopedia and Lazada. Its success lies in merging content, entertainment, and commerce—turning product discovery into an interactive experience.
E-Commerce Success Story in Indonesia: Skintific
Skintific is a strong example of how brands can scale quickly in Indonesia’s eCommerce market. In Q1 2024, the brand generated over IDR 70 billion in sales and captured 85% market share in beauty product bundling, driven by a clear platform-first strategy.
Rather than treating marketplaces as simple sales channels, Skintific positions its Shopee Official Store as a core brand touchpoint. The brand uses trusted ambassadors, high-quality visuals, and benefit-focused messaging to clearly explain ingredients, skin concerns, and results—helping reduce hesitation and improve conversion in Indonesia’s competitive beauty category.
Live commerce is central to Skintific’s growth. The brand runs frequent live shopping sessions across TikTok Shop, Shopee Live, and Tokopedia Live, combining product demonstrations, skincare education, and exclusive bundles to maintain constant visibility and urgency.
Skintific also works with a wide network of affiliate creators who produce shoppable reviews, tutorials, and before-and-after content. This allows products to be discovered naturally in social feeds while keeping sales attribution clear and measurable. Inside its official stores, products are well organized by skin type and concern, creating a smooth shopping experience that encourages cross-buying and builds consumer confidence.
AJ Marketing help brands apply similar strategies to grow in Indonesia’s eCommerce market. By combining platform expertise, creator partnerships, and localized insights, we support brands at every stage—from market entry to scalable growth. If you want to learn more about the Indonesia market, check the AJ Marketing Blog.
Conclusion
Indonesia’s eCommerce market continues to grow rapidly, fueled by mobile usage, social commerce, and changing consumer habits. Brands that succeed are those that understand local behavior, platform dynamics, and the importance of incentives such as free delivery and promotions.
As shown through market data, platform trends, and real brand examples, Indonesia offers strong opportunities for long-term eCommerce growth when approached with the right strategy and local expertise.
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