INDONESIA E-COMMERCE MARKET SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS (2025 - 2030)

The Report Covers Indonesia's E-Commerce Market Size and is Segmented by B2C E-Commerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home, and Others (Toys, DIY, Media, and Others)) and B2B ECommerce. The Market Sizes and Forecasts are in Terms of Value (USD) for all the Above Segments.

INDONESIA E-COMMERCE MARKET SIZE & SHARE ANALYSIS - GROWTH TRENDS & FORECASTS (2025 - 2030)

Indonesia E-commerce Market Size

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Indonesia E-commerce Market  Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Market Size (2025) USD 94.48 Billion
Market Size (2030) USD 194.20 Billion
CAGR (2025 - 2030) 15.50 %
Market Concentration Medium

Major Players

Indonesia E-commerce Market Major Players

*Disclaimer: Major Players sorted in no particular order

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Indonesia E-commerce Market Analysis

The Indonesia E-commerce Market size is estimated at USD 94.48 billion in 2025, and is expected to reach USD 194.20 billion by 2030, at a CAGR of 15.5% during the forecast period (2025-2030).

Indonesia's e-commerce landscape is experiencing transformative growth, driven by increasing urbanization and rising disposable incomes. According to Statistics Indonesia, the country's per capita income reached IDR 54.46 million in 2023, representing significant growth from previous years. This economic prosperity has coincided with rapid urbanization, with the urban population share reaching 57.93% in 2022. The combination of these factors has created a conducive environment for digital commerce adoption, particularly among the growing middle class who are increasingly embracing online shopping for their daily needs.


The digital payment ecosystem in Indonesia is undergoing substantial evolution, marking a significant shift in consumer transaction preferences. Mobile wallet transactions are projected to reach USD 107 billion by 2025, highlighting the growing consumer confidence in digital payment methods. This trend is further reinforced by the integration of various payment options, including Buy Now Pay Later (BNPL) services, as evidenced by GoTo Group's launch of BNPL services in partnership with TikTok in March 2024, demonstrating the market's commitment to providing flexible online payment solutions.


The market is witnessing significant consolidation and strategic partnerships aimed at enhancing service offerings and market reach. A landmark development occurred in February 2024 with the merger between TikTok and Tokopedia, signifying a major shift in the competitive landscape. This was followed by Telkomsel and Huawei's strategic partnership agreement in March 2024, focusing on strengthening digital infrastructure through Home Broadband and 5G innovation, which is expected to enhance the online shopping experience for consumers nationwide.


The e-commerce ecosystem is experiencing rapid technological advancement and infrastructure development. As of Q4 2023, Indonesia recorded approximately 353 million cellular mobile connections, representing a penetration rate of 126.8% of the total population. This extensive mobile connectivity is complemented by growing internet penetration, which reached 79.5% in 2024. The robust digital infrastructure is further strengthened by continuous investments in the sector, as demonstrated by the recent undisclosed investment received by Komerce, an e-commerce enabler for small-to-medium enterprises (SMEs) in February 2024, highlighting the market's potential for continued technological advancement and digital inclusion.

Segment Analysis: Market Segmentation - By B2C Ecommerce

B2C Segment in Indonesia E-commerce Market

The Business-to-Consumer (B2C e-commerce) segment dominates the Indonesian e-commerce market, holding approximately 57% market share in 2024. This segment's prominence is driven by the increasing adoption of online shopping platforms among Indonesian consumers, particularly in categories such as fashion and apparel, beauty and personal care, consumer electronics, and food and beverage. The segment's growth is supported by the high internet and smartphone penetration in the country, alongside the continuous focus of major e-commerce platforms like Tokopedia, Shopee, and Lazada on improving the overall shopping experience. These platforms have been instrumental in driving B2C e-commerce growth through their innovative features, secure payment systems, and efficient delivery networks. Additionally, the integration of various payment options, including digital wallets and Buy Now Pay Later (BNPL) services, has made online shopping more accessible and convenient for Indonesian consumers, further strengthening the B2C e-commerce segment's market position.

Market Analysis of Indonesia E-commerce Market: Chart for Market Segmentation - By B2C Ecommerce

B2B Segment in Indonesia E-commerce Market

The Business-to-Business (B2B e-commerce) segment of the Indonesian e-commerce market has established itself as a crucial component of the digital commerce ecosystem, accounting for nearly 43% of the market share in 2024. This segment serves as a vital platform for business transactions, procurement, and supply chain management across various industries in Indonesia. The B2B e-commerce landscape has been transformed by platforms like Bhinneka and Ralali.com, which provide comprehensive solutions for business customers, ranging from office supplies and industrial equipment to technology products and services. The segment's growth is particularly driven by the increasing digitalization of business processes, the growing adoption of e-procurement systems, and the rising demand for efficient supply chain solutions among small and medium-sized enterprises (SMEs) in Indonesia. Furthermore, the B2B e-commerce segment has benefited from government initiatives supporting digital transformation and the overall development of the country's digital economy.

Segment Analysis: B2B E-commerce

B2C Segment in Indonesia E-commerce Market

The B2C e-commerce (Business-to-Consumer) segment dominates the Indonesian e-commerce market, holding approximately 57% market share in 2024, with a value of USD 46.78 billion. This significant market position is driven by the increasing adoption of online shopping platforms among Indonesian consumers, particularly supported by the high internet and smartphone penetration in the country. The segment's growth is further bolstered by the expanding digital payment ecosystem, including mobile wallets and Buy Now Pay Later (BNPL) options, making online purchases more accessible and convenient for consumers. Major e-commerce platforms like Tokopedia, Shopee, and Lazada have played a crucial role in this segment's dominance by offering diverse product categories, from fashion and electronics to beauty and household items, while continuously enhancing their user experience through improved logistics networks and customer service. The segment's robust performance is also attributed to the growing young and tech-savvy population in Indonesia, changing consumer purchasing behavior, and the significant presence of major e-commerce vendors offering competitive pricing and convenience for online shopping.

Growth Trajectory of B2C E-commerce in Indonesia

The B2C e-commerce segment in Indonesia's e-commerce market is projected to maintain its strong growth momentum with an expected CAGR of approximately 17% during the forecast period 2024-2029. This impressive growth rate is driven by several key factors, including the continuous expansion of internet infrastructure and increasing smartphone adoption across the country. The segment's growth is further supported by the Indonesian government's proactive role in fostering e-commerce development through various digital economy initiatives and improvements in digital payment infrastructure. E-commerce platforms are increasingly focusing on enhancing customer experience through personalized shopping experiences, improved delivery services, and innovative payment solutions. The integration of social commerce features and the rising influence of digital marketing channels are also contributing to the segment's rapid growth. Additionally, the increasing trend of online shopping for fashion, electronics, and beauty products, coupled with the growing preference for contactless shopping experiences, is expected to fuel the segment's expansion in the coming years.

Indonesia E-commerce Industry Overview

Top Companies in Indonesia E-commerce Market

The Indonesian e-commerce landscape is dominated by major players, including Tokopedia, Shopee, Bukalapak, Lazada, Blibli, Bhinneka, Orami, Ralali, Sociolla, and Zalora. These companies are driving market evolution through continuous product innovation, particularly in mobile e-commerce capabilities and digital payment solutions. Companies are focusing on enhancing their logistics infrastructure and fulfillment networks to improve delivery efficiency and customer experience. Strategic partnerships with technology providers, payment platforms, and logistics companies have become increasingly common to strengthen market positions. The market leaders are investing heavily in data analytics and AI technologies to personalize shopping experiences and optimize operations. Companies are also expanding their reach through omnichannel retail strategies, combining online platforms with offline presence through physical stores and pop-up locations.

Dynamic Market with Strong Local Players

The Indonesian e-commerce market exhibits a mix of both local champions and international players, with domestic companies like Tokopedia and Bukalapak maintaining strong market positions alongside regional giants like Shopee and Lazada. The market structure shows moderate consolidation, with larger players continuously expanding their market share through both organic growth and strategic acquisitions. The recent merger between Tokopedia and TikTok Shop demonstrates the market's dynamic nature and the ongoing consolidation trends, as companies seek to combine complementary strengths and expand their ecosystem offerings.


The competitive landscape is characterized by specialized players focusing on specific niches, such as Sociolla in beauty and personal care, and Bhinneka in B2B e-commerce, coexisting with comprehensive marketplace platforms. Market participants are increasingly diversifying their revenue streams through value-added services like advertising technology platforms, affiliate programs, and financial technology solutions. The industry has witnessed significant investment activity, with major technology conglomerates and venture capital firms showing strong interest in the Indonesian e-commerce sector, driving further market development and innovation.

Innovation and Customer Experience Drive Success

Success in the Indonesian e-commerce market increasingly depends on companies' ability to leverage technology for operational excellence while maintaining strong customer relationships. Market incumbents are focusing on strengthening their logistics infrastructure, expanding product categories, and enhancing user experience through advanced features like AR/VR shopping and personalized recommendations. Companies are also investing in building robust seller ecosystems, offering tools and support for merchants to grow their online presence, while developing innovative marketing solutions like social commerce integration and influencer partnerships.


For new entrants and challenger brands, differentiation through specialized offerings and superior customer service remains crucial for gaining market share. The market shows moderate substitution risk from traditional retail, though this is diminishing as digital commerce penetration grows. Regulatory compliance, particularly in areas of data privacy, consumer protection, and cross-border trade, has become increasingly important for sustainable growth. Companies must also address the challenges of Indonesia's geographic spread through strategic warehouse placement and last-mile delivery partnerships, while adapting to evolving consumer preferences and digital payment adoption patterns.

Indonesia E-commerce Market Leaders

  1. Pt Tokopedia (pt Goto Gojek Tokopedia Tbk)

  2. Pt. Shopee International Indonesia (shopee, Sea Limited)

  3. Pt Bukalapak.com Tbk

  4. Lazada (alibaba Group Holding Limited)

  5. Blibli (pt Global Digital Niaga Tbk)

  6. *Disclaimer: Major Players sorted in no particular order
Indonesia Ecommerce Market Concentration
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Indonesia E-commerce Market News

  • February 2024 - Tokopedia, the e-commerce subsidiary of GoTo Group, officially concluded its merger with TikTok, signifying the return of TikTok Shop to Indonesia. This deal absorbs TikTok Shop's Indonesia business into the Tokopedia entity, with Tokopedia now jointly owned by TikTok and GoTo. As previously announced, TikTok will invest over USD 1.5 billion in the enlarged entity over time to provide future funding for the business. 
  • January 2024 - To improve its ecommerce capabilities, SIRCLO, an Indonesian omnichannel commerce enabler, announced a collaboration with Shopify, a major player in the worldwide ecommerce market. In a recent statement, SIRCLO claimed that this partnership will combine the assets of both businesses to provide better e-commerce platforms in Indonesia, revolutionizing the online shopping experience. The merging of SIRCLO's specialized technology arm, SWIFT Omnichannel, with Shopify's advanced commerce infrastructure forms the foundation of this collaboration. 

Indonesia Ecommerce Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definitions
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness-Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Key Market Trends and Share of E-commerce of Total Retail Sector
  • 4.4 Impact of COVID-19 on the E-commerce Sales

5. MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Growing Demand from Fashion Industry
    • 5.1.2 Penetration of Internet and Smartphone Usage
  • 5.2 Market Challenges
    • 5.2.1 Data Security
  • 5.3 Analysis of Key Demographic Trends and Patterns Related to the Ecommerce Industry in Indonesia
  • 5.4 Analysis of the Key Modes of Transaction in the Ecommerce Industry in Indonesia
  • 5.5 Analysis of Cross-border Ecommerce Industry in Indonesia
  • 5.6 Current Positioning of Indonesia in the E-commerce Industry in Asia Pacific

6. MARKET SEGMENTATION

  • 6.1 By B2C Ecommerce
    • 6.1.1 Market Segmentation - by B2C Application
    • 6.1.1.1 Beauty and Personal Care
    • 6.1.1.2 Consumer Electronics
    • 6.1.1.3 Fashion and Apparel
    • 6.1.1.4 Food and Beverage
    • 6.1.1.5 Furniture and Home
    • 6.1.1.6 Other B2C Applications (Toys, DIY, Media, Etc.)
  • 6.2 By B2B E-commerce

7. COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles*
    • 7.1.1 PT Tokopedia (PT GOTO GOJEK TOKOPEDIA TBK)
    • 7.1.2 PT Shopee International Indonesia (Shopee, sea limited)
    • 7.1.3 PT Bukalapak.com Tbk
    • 7.1.4 Lazada (Alibaba Group Holding Limited)
    • 7.1.5 Blibli (PT Global Digital Niaga TBK)
    • 7.1.6 PT Bhinneka Mentaridimensi
    • 7.1.7 Orami.co.id
    • 7.1.8 PT Raksasa Laju Lintang (ralali.com)
    • 7.1.9 PT Sociolla Ritel Indonesia
    • 7.1.10 ZALORA - PT Fashion Eservices (Global Fashion Group)

8. INVESTMENT ANALYSIS

9. FUTURE OUTLOOK OF THE MARKET

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Indonesia E-commerce Industry Segmentation

The Indonesian e commerce industry is based on the GMV generated by B2B and B2C ecommerce across the country. The analysis is based on the market insights captured through secondary research and the primary. The market also covers the major factors impacting the Indonesia ecommerce market growth in terms of drivers and restraints. 

The study also tracks important market metrics, underlying growth influencers, and significant industry vendors, providing support for market estimates and growth rates in Indonesia throughout the anticipated period. Indonesia ecommerce market is segmented by B2C ECommerce (beauty and personal care, consumer electronics, fashion and apparel, food and beverage, furniture and home, and other B2C applications (toys, DIY, media, etc.))) and B2B ecommerce. The Indonesia e-commerce market size and forecasts are provided in terms of value in USD for all the above-mentioned segments. 

By B2C Ecommerce Market Segmentation - by B2C Application Beauty and Personal Care
Consumer Electronics
Fashion and Apparel
Food and Beverage
Furniture and Home
Other B2C Applications (Toys, DIY, Media, Etc.)
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Indonesia Ecommerce Market Research FAQs

How big is the Indonesia E-commerce Market?

The Indonesia E-commerce Market size is expected to reach USD 94.48 billion in 2025 and grow at a CAGR of 15.5% to reach USD 194.20 billion by 2030.

What is the current Indonesia E-commerce Market size?

In 2025, the Indonesia E-commerce Market size is expected to reach USD 94.48 billion.

Who are the key players in Indonesia E-commerce Market?

Pt Tokopedia (pt Goto Gojek Tokopedia Tbk), Pt. Shopee International Indonesia (shopee, Sea Limited), Pt Bukalapak.com Tbk, Lazada (alibaba Group Holding Limited) and Blibli (pt Global Digital Niaga Tbk) are the major companies operating in the Indonesia E-commerce Market.

What years does this Indonesia E-commerce Market cover, and what was the market size in 2024?

In 2024, the Indonesia E-commerce Market size was estimated at USD 79.84 billion. The report covers the Indonesia E-commerce Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Indonesia E-commerce Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Indonesia E-commerce Market Research

Mordor Intelligence offers a comprehensive ecommerce sector analysis through detailed research of Indonesia's digital commerce landscape. Our expertise covers the entire online retail ecosystem. This includes B2B ecommerce, B2C ecommerce, C2C ecommerce, and D2C ecommerce segments. The report, available as a report PDF for easy download, provides in-depth insights into online shopping trends, digital storefront implementations, and ecommerce platform adoption across the region. Our analysis also examines online payment systems, digital payment solutions, and emerging shopping cart software technologies.

Stakeholders benefit from our detailed examination of quick commerce trends, mobile commerce growth, and social commerce developments in Indonesia. The report explores omnichannel retail strategies, internet retail evolution, and digital retail innovations. This includes live commerce and subscription ecommerce models. Our research assists businesses in navigating the competitive retail ecommerce landscape with actionable insights on ecommerce software implementation and optimization. The analysis focuses particularly on emerging trends in the Indonesian market, providing valuable data for businesses looking to expand their digital presence.

Ecommerce in Indonesia Market Report Snapshots