e-Commerce Market Analysis

The eCommerce market in Indonesia

Indonesia is the tenth largest market for eCommerce with a revenue of US$19 billion in 2019, placing it ahead of Russia and behind Australia.

With an increase of 56%, the Indonesian eCommerce market contributed to the worldwide growth rate of 13% in 2019. Revenues for eCommerce continue to increase. New markets are emerging, and existing markets also have the potential for further development. Global growth will continue over the next few years. This will be propelled by East and Southeast Asia, with their expanding middle class and lagging offline shopping infrastructure.

The eCommerce market includes online sales of physical goods to a private end user (B2C). Included in this definition are purchases via computer as well as mobile purchases via smartphones and tablets. Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g., travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated to B2B markets, and sales between private individuals (C2C) within the eCommerce market.

The eCommerce market in Indonesia

Top online stores

The biggest player in the Indonesian eCommerce Market is jd.id. The store had a revenue of US$1.6 billion in 2019. It is followed by orami.co.id with US$102 million revenue and zalora.co.id with US$102 million revenue. Altogether, the top three stores account for 10% of online revenue in Indonesia.

Store rankings are based on every store that generates revenue in Indonesia. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Indonesia was considered.

One of the fastest-growing stores in the Indonesian market is oktagon.co.id. The store achieved sales of about US$3.1 million in 2019. Its revenue growth amounted to 130% in the previous year.

Top online The eCommerce market stores in Indonesia by eCommerce net sales 2019 in million US$ The table shows the stores that generate the highest revenue in the Indonesian market. For this evaluation, only revenue created in Indonesia was considered. Basis are all shops on eCommerceDB that operate in Indonesia.

# Store
1. jd.id US$1,590m
2. orami.co.id US$102m
3. zalora.co.id US$102m
4. sociolla.com US$80m
5. bhinneka.com US$53m
The eCommerce market in Indonesia

Market size and growth rate

Revenue in 2019
US$18,764m
REVENUE
CAGR 2019-2023
26%
CAGR

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Market expansion in Indonesia is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR 19-23) for the next four years will be 26%. Compared to the year-over-year growth of 56%, this decrease suggests a moderately flooded market. Another indicator of market saturation is the online penetration of 62% in Indonesia; in other words, 62% of the Indonesian population have bought at least one product online in 2019.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Indonesia and accounts for 26% of the eCommerce revenue in Indonesia. This is followed by Electronics & Media with 25%, Food & Personal Care with 17%, Toys, Hobby & DIY with 17% and Furniture & Appliances with the remaining 16%.

The eCommerce market in Indonesia

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