Over the review period, there were three major factors driving the e-commerce surge in Indonesia: the growing middle class population, high internet and mobile penetration rates, and the fast growth of fintech and alternative financing options. These are the factors that have contributed to availability and provide a bridge between supply and rising demand.
Major platforms have competed more intensely in 2021 by adding to their capabilities in areas such as transportation (as with Gojek and Tokopedia), and payment methods. One of the major benefits to such collaborations and partnerships is the lower pricing that platforms are able to offer to consumers as a result, which has served to further attract consumers to buy through e-commerce, especially given the negative impact of efforts to contain COVID-19 on consumer purchasing power.
The leaders in Indonesia’s e-commerce landscape are marketplaces, which includes official stores by the brand themselves, as well as third party merchants. Marketplaces are very popular as they house all sorts of products and have attracted small businesses and consumer-to-consumer sales as well.
Over the forecast period, e-commerce sales will continue to rise strongly in Indonesia, with the channel still offering extraordinarily strong growth potential given its early stage of development compared with overall retailing. There is still a great deal of untapped potential due to Indonesia’s large population and the rapid rise in the number of middle income consumers, the large number of Millennials, and infrastructure developments.
E-commerce players must continue to implement digital strategies that are adaptive to consumer needs in order to win the fierce competition in the channel. In addition, players must continue to improve their logistics services.
The online buying and selling process that previously spread through social media, such as Facebook and Instagram, has now begun to shift to e-commerce. Increased transaction security is making consumers, especially in the Millennial generation, start to consider making shopping purchases through different e-commerce platforms.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the E-Commerce (Goods) industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the E-Commerce (Goods) industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!